Stare at Greatness

We were tasked with creating an ATL activation to align with Citi’s #StareatGreatness campaign, launched in July 2021, that would be considerate of social distancing guidelines. The activation needed to reflect Citi’s commitment to diversity and inclusion and help raise awareness for the Para Movement.

 

Man in wheelchair in front of mural with message 'stare at greatness'

What We Did

We engaged local disabled artists in four target markets (New York City, London, Hong Kong, and Mexico City) to create custom murals of Team Citi athletes for display during the Tokyo 2020 Paralympic Games. Each mural had a QR code with a link to an audio file providing information about the mural for those with visual impairments.

The Results

The murals reflected each markets unique style and provided another proof point of Citi’s commitment to changing the perceptions of people with disabilities. The murals were an effective platform for conversations around inclusion.