Citi Giving Tuesday

Citi x No Kid Hungry

The Challenge

Giving Tuesday stands as a crucial period in the annual cycle of non-profit fundraising, presenting an opportunity to spotlight those in need during the holiday season. Citi Bank assigned Soho the task of bringing their enduring partnership with No Kid Hungry to life at the Oculus Center in lower Manhattan.

The objective was to foster brand affinity with customers and passersby, emphasizing that Citi is a steadfast ally for the community and upholds a responsibility to serve, particularly during times of heightened need. The message was clear: no child should have food on their wish list, and Citi commits to sustaining fundraising efforts to eradicate food insecurity.


Soho devised multiple photo experiences that allowed passersby to engage with some of Citi’s most exciting partnerships, including the New York Mets! As guests entered and exited the immersive experience, Brand Ambassadors stood alongside a digital kiosk and a table adorned with giveaways, urging commuters to contribute and aid children across America in securing a meal during this joyous holiday season!



Info Cards Distributed


Guest Interactions


Premium Items Distributed


Grand Marnier

Barilla Protein Plus

Campari America

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