In 2020, as the world grappled with unprecedented challenges, the United States faced a defining moment in its history. The tragic killing of George Floyd on May 25 ignited a nationwide movement for racial justice, with Black Lives Matter protests shedding light on deep-rooted inequalities. In response, Citi bank, in partnership with Publicis Worldwide Latvia and North America, launched an evocative campaign to support its Action for Racial Equity initiative. Publicis Worldwide Latvia played a crucial role in shaping this project, harnessing the power of music to deliver a message of unity and inclusion.
At the heart of the campaign was a reimagined rendition of the iconic song, America the Beautiful. Originally penned as a poem by Katharine Lee Bates in 1893 and later set to music by Silas G. Pratt, the song has long been a symbol of national pride. However, in 2020, it took on a new meaning.
The campaign’s brilliance lay in its simplicity and depth. The song began with a piano melody played solely on the white keys, representing an incomplete and segregated America. As the piece progressed, the black keys were introduced, creating a fuller, richer harmony—an auditory metaphor for an inclusive and equitable society. This powerful yet subtle artistic choice reinforced the idea that America sounds best when everyone is included.
Executed in collaboration with Publicis Worldwide North America, the campaign struck a chord with audiences, resonating beyond the confines of traditional advertising. It was not just an ad—it was a statement. It underscored the belief that racial equity is not just a corporate responsibility but a moral imperative.
The impact of America the Beautiful was further cemented through industry recognition, earning prestigious accolades across multiple platforms. The campaign won a Bronze award at the EPICA AWARDS 2020 for Best Use of Music, highlighting its innovative and emotionally resonant execution. At Baltic Best 2020, it secured a Gold in TV Advertising, Gold in Corporate and Public Service PR, and Silver in Online Video/Film, demonstrating its excellence across different formats. In 2021, the campaign continued to receive acclaim, earning the Adwards Second Class Order of Creative Excellence for Export, showcasing its international creative impact.
By leveraging the universal language of music, Publicis Worldwide Latvia and its partners transformed a national hymn into a call for unity. The campaign served as a poignant reminder that true beauty lies in diversity, and that America, like any great composition, thrives when every note is heard.
In a year marked by division and struggle, America the Beautiful stood as a beacon of hope, urging the world to embrace inclusivity—not just in music, but in society as a whole.