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  1. Production & Strategy
  2. Strategy

Citi Creates "Botanical-Chic" Activation for Earth Day

To promote its partnership with the Global Poverty Project, Citi created a leafy retreat on the grounds of the Global Citizen Earth Day festival.

Jenny Berg
April 30, 2015

On April 18, the Global Poverty Project celebrated Earth Day with the Global Citizen 2015 Earth Day Festival. Held on the National Mall in Washington, the gathering included a concert from artists such as No Doubt and Usher; it also featured appearances from global policymakers, finance ministers, and more. Citi has been a partner of the Global Poverty Project for the past three years and seized upon the event to expand that partnership with an activation on festival grounds.

Designed by MAC Presents, the Citi V.I.P. Lounge took two days to bring to life. "The purpose of the partnership was to create awareness for Citi and the ThankYou product [a rewards system] and the fact that Citi ThankYou donated one million ThankYou Points to the Global Poverty Project," said Christopher Spina, vice president of entertainment marketing at Citi. To underscore the day's green cause, the tent had a "botanical-chic" look with branded hedges, plentiful greenery, a grassy graffiti wall, and a focal point of cherry blossom branches.

Within the lounge, guests sipped soft drinks and sampled snacks from the Catering Company of Washington while getting active on social media. The #CitiThankYou hashtag appeared throughout the tent, intended to drive guests to a URL that Citi created. At the link, guests could pledge to end extreme poverty by clicking a "pledge" button. A photo booth also encouraged social media activity: guests could take a photo with chalkboard signage that detailed an environmentally focused "pledge"; they could then post the photos to Twitter and Facebook with a pre-populated message and hashtag and a custom border.

At a photo booth, guests could select one of five messages to hold in their photos. The messages detailed specific actions guests would take to make the world more sustainable.
At a photo booth, guests could select one of five messages to hold in their photos. The messages detailed specific actions guests would take to make the world more sustainable.
Photo: Ryan Fitch
MAC Presents created a custom 'grass graffiti wall,' which had neon logos for Citi, its 'ThankYou' rewards program, and Global Citizens 2015 Earth Day.
MAC Presents created a custom "grass graffiti wall," which had neon logos for Citi, its "ThankYou" rewards program, and Global Citizens 2015 Earth Day.
Photo: Ryan Fitch
According to Jessica Beutler, vice president of MAC Presents, the idea of the activation was 'to create a botanical-chic lounge for Citi's V.I.P. guests to retreat when they needed a break from the day's festivities.'
According to Jessica Beutler, vice president of MAC Presents, the idea of the activation was "to create a botanical-chic lounge for Citi's V.I.P. guests to retreat when they needed a break from the day's festivities."
Photo: Ryan Fitch
Copper and steel branded stakes with the #CitiThankYou hashtag accented tabletop succulents.
Copper and steel branded stakes with the #CitiThankYou hashtag accented tabletop succulents.
Photo: Ryan Fitch
To receive a free T-shirt from Citi, guests could go to the Global Citizen Earth Day splash page and take a pledge to end extreme poverty and climate change.
To receive a free T-shirt from Citi, guests could go to the Global Citizen Earth Day splash page and take a pledge to end extreme poverty and climate change.
Photo: Ryan Fitch
The specialty drink was a fresh-squeezed pomegranate lemonade. Servers used compostable cups to serve the drinks. There were also snacks on offer, including roasted yellow tomato gazpacho, tarragon chicken salad on mini croissants, spring melon salad, and spicy kale chips.
The specialty drink was a fresh-squeezed pomegranate lemonade. Servers used compostable cups to serve the drinks. There were also snacks on offer, including roasted yellow tomato gazpacho, tarragon chicken salad on mini croissants, spring melon salad, and spicy kale chips.
Photo: Ryan Fitch
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