Citi's Live Richly campaign was a breath of fresh air in the world of financial marketing. A bank reminding people that money is just a helpful tool and not something to obsess over collecting? It was a message that struck a chord with both consumers and industry critics. It was hugely successful, helping Citibank to extremely strong profits. (Which ultimately contributed to speculative investing on their part, which led to the financial collapse in 08, but hey, no client is perfect, right?)
