Citizens Bank has enlisted The Roots drummer Questlove for its brand platform campaign, ‘Made Ready,’ with an aim of helping customers, colleagues, communities and shareholders be prepared for their own unique life and financial journeys.
‘Made Ready’ looks to help customers and clients reach their potential through convenient, simple and personalized financial offerings that enable their own distinctive experiences.
Ahmir ‘Questlove’ Thompson is an artist who has built a multidimensional career around his unique interests and non-linear journey, and he’s partnering with Citizens to create an original song by The Roots to bring the spirit of the ‘Made Ready’ brand platform to life. Questlove will debut at Made Ready for Music presented by Citizens Bank, an exclusive live event at his alma mater, the Philadelphia High School for the Creative and Performing Arts on 27 September.
Questlove also stars in one of the bank’s 30-second ads, showing performing his various passions, from playing drums to spinning turntables, teaching children how to play music and inspiring people along the way. The branding comes in when he pays for a haircut with touch pay technology.
The performance will be recorded by audience members with smart glasses styled to match Questlove’s signature eyewear. The footage, along with crowdsourced video that will be solicited in a social media campaign asking how consumers are Made Ready for their life’s journey, will be compiled into a music video. The video will be released this fall and promoted through a new media partnership with Vulture on a custom digital hub which will highlight Questlove’s own non-linear journey and how he’s made ready for whatever comes next, as depicted in Citizens’ new Made Ready platform.
Vicki Azarian, Executive Creative Director
Darren Wright, Creative Director
Dave Skinner, Creative Director
Sherina Florence, Creative Director
Kevin Breen, Copywriter
Nicole Nalazek, Art Director
Michael Fensom, Copywriter
Mariel Schroder, Art Director
Steve Zaroff, Chief Strategy Officer
Leslie Stone, Executive Planning Director
Kenan Ali, Planning Director
David Mackay, Engagement Planning Director
Lee Weiss, Executive Producer
Brian Cripe, Producer
Gabriella Pizzitola, Producer
Elizabeth La, Producer
Eric Makar, Assistant Director, Print Production
Kim Duffy, Managing Director
Sam Devine, Account Director
Jane Picarelli, Account Director,
Alice Farley, Account Supervisor