After launching their wildly successful "Use Credit Wisely" campaign in the general market, Citi turned to REVOLUCION for the Hispanic take on credit education.

The task involved much more than a Spanish translation of the English-language campaign. For Hispanic consumers to even consider Citi, REVOLUCION needed to help them overcome a culturally-entrenched mistrust of financial institutions. We also needed to break their perception that Citi was simply not a brand for Latinos.

Our proprietary BRANDIDIOMA^TM process brought to life the language of myths — credit myths to be exact. It was one that Latinos understood all too well. A litany of false notions created the foundation for our Hablando de Crédito campaign. Humorous illustrations  helped Latinos understand how truly antiquated some of those ideas were. Most importantly, it allowed Citi to break the ice with the Latino consumer and enabled us to transform the brand from an unapproachable bank to a trusted financial partner.