Citizens Bank - Made Ready
"Made Ready" tells everyone that Citizens is here to support the life you want to live, in the way you want to live it. That we celebrate people’s unique journeys with respect and authenticity, and acknowledge that when the future comes, it’s our experiences that make us ready to welcome it together. No two experiences are the same, because no two people are the same. We selected Questlove as talent because he embraces the Made Ready philosophy throughout his endeavors. He is Made Ready For Music.
The Case Study
The Series
We created a series that explained Questlove’s Made Ready journey. We explored the experiences that have created his layered career and shaped his vision for the future.
The Song
Feel It (You Got It)- We created a song with Questlove and the Roots. We focused the song brief on Made Ready themes. We reinforced the idea that the things you’ve experienced have made you ready for what’s next in life. Priming our audience to receive our message.
The Event
We activated at Questlove’s alma mater. Not only did we debut the song, we surprised the students with Questlove’s appearance. We also surprised Questlove with special messages from former instructors.
CAPA students kicked off the event with a spirited band performance on the school steps.
In the heart of South Philly, the cheesesteaks were flowing on Friday, September 27, 2019 as a hometown hero returned. Questlove entertained crowds at the Citizens Bank Made Ready for Music concert. At his alma mater — the Philadelphia High School for Creative and Performing Arts, or CAPA — students hit the stage performing band numbers and dances in tribute to the guest of honor, before he ended the night with a DJ set and an exclusive snippet of a brand new song by The Roots. “I feel like I’m running for president,” Questlove told the crowd, after an emotional stage introduction from his sister.
We invited Questlove’s sister to perform. As well as narrate some of her brother’s journey from little Amhir Thompson to where he is today.
Her performance was captivating.
Questlove took the stage and DJed a set for the audience, including a snippet of a brand new song by The Roots he is creating in partnership with CItizens Bank.
Questlove was welcomed by students from CAPA, The Roots frontman’s high school alma mater.
Questlove chatted with many of the CAPA students individually.
Custom smart glasses were designed by Rebecca Pietri and styled to match Questlove’s signature eyewear.
Guests used the specially designed glasses to film the event for a chance to be featured in The Roots’ new music video.
The evening’s menu included Questlove’s vegetarian cheesesteak.
CAPA was transformed to create the Made Ready mini-Coachella event ambiance, from bean bag chairs to mural art.
Guests made memories at the Made Ready photo booth, with printed pictures to take home.
Citizens Bank donated 10k dollars to CAPA.
Guests were invited to document how they are Made Ready.
CAPA musicians performed a celebratory set for the audience.
CAPA students took the stage for a dance number performed to a song from Hamilton, prior to welcoming Questlove to stage.
Questlove congratulated CAPA students on an incredible performance.
Questlove said he typically never plays his own songs in a DJ set, so his new track reveal excited the Made Ready audience.
It’s an especially appropriate time for Questlove, The Roots’ co-frontman, to visit the place where he grew up and started building his career. He’s currently teaming up with Citizens Bank for the brand’s “Made Ready” project, which highlights life’s twists and turns that ultimately make us who we are. (You can watch him talk more about his own nonlinear path here.)
The Roots will soon release a new song about that very concept, and clips from the Philadelphia show — concert-goers received custom smart glasses that recorded HD video from different perspectives — will be featured in its music video. (The glasses were specifically designed for the event by Questlove’s stylist, Rebecca Pietri, to closely resemble his famous eyewear.) Besides featuring show clips, the upcoming music video will feature even more video content from Questlove’s fans. If you’d like a chance for your content to be featured, share your Made Ready journey on Twitter or Instagram by October 11, 2019, and include @CitizensBank #MadeReady.