The Challenge
Citizens is the Official Bank of the New York Giants, but heading into the 2026 season, many fans didn't know our name, or that we're a bank.
The Insight
Giants fans entered the season with renewed optimism. A new, high-profile coach and promising young roster gave them reason to believe. But talent alone doesn’t win games. It takes the right people and the right plan to turn potential into success. That gave us a natural connection to Citizens: the right financial partner and a clear plan can help people make the most of their money.
The Idea
The right team. The right game plan. Made for giant moments.
The line connected Citizens’ brand promise, “Make sense of your money,” with our “Made for This” sponsorship platform, celebrating big moments in life and Big Blue football.
What We Did
We built a season-long campaign that brought the Giants into the Citizens brand world, incorporating Giants blue and player imagery while keeping our visual identity front and center. The creative appeared across MetLife Stadium, print, digital, social and podcast integrations, giving Citizens a consistent presence from training camp through the regular season.
We also reimagined the fan sweepstakes, introducing a new name and visual identity: Giants Game Day with Eli Manning, courtesy of Citizens. The prize gave 25 lucky fans the chance to watch a game at MetLife Stadium alongside Eli Manning.
My Role: Concept, Associate Creative Director, Copywriter
Stadium Signage: LED Pylon Columns
The video loops on large LED screens situated immediately outside entrances to MetLife Stadium. The copy reads: “The right team. The right game plan. Made for giant moments.”
Stadium Signage: Screen L-Wraps
This subtle animation loops on concourse, concession and hospitality screens inside MetLife Stadium during Giants home games. The copy reads “We’ll draw up your game plan.”
Stadium Signage: 360 Ribbon LEDs
A :15 LED ribbon display circling MetLife Stadium. In the animation, the copy reads “Want to make sense of your money? We’ll draw up your game plan.”
Social
We focused the social media content on building excitement around the team, making use of provided player imagery — as well as stills of our spokesperson, Giants legend Eli Manning.
Banner Ads
Placements across Giants.com, linking to citizensbank.com/giants directly.
Podcast Read: Huddle Podcast presented by Citizens
A :20 live read for the Giants Huddle podcast. It ties the game plan on the field to a game plan for your money.
Print: Program Ad
This full-page ad appears in the Giants Game Day Program available in the luxury suites section. As part of our partnership with Giants legend, Eli Manning, we’re able to write from his voice — in this case describing why he banks with Citizens.
Fan Sweepstakes - Giants Game Day with Eli - Digital Signage
We invited fans to enter to win a watch party experience with Giants legend Eli Manning at MetLife Stadium. We couldn’t explicitly call it a “watch party,” opting to refer to it as a “Giants Game Day” experience instead.
Fan Sweepstakes - Giants Game Day with Eli - Social
We wrote a script for Eli to record in a selfie video encouraging his followers and Giants fans to enter. It was a paid partnership post on his account that was reposted by the Citizens account.
Fan Sweepstakes - Giants Game Day with Eli - Banner Ads
Placements ran across Giants.com, where fans were already following the team. Clicked through to the contest landing page.
Credits
ACD: Andrew Smith
Concept: Andrew Smith, Shawn Anderson, Brian Fudge
CW: Andrew Smith, Casey Nealon
Art Director/Designer: Shawn Anderson
Animator: Katie Covino, Tyler Chauncey
Social Strategy: Kyle Vascovitz, Corrie Traverse
Project Manager: Christina Turano
