Citi Shop had to break through and shift perceptions, positioning Citi as not just banking and credit cards, but as part of the shopping experience. With that infectious hook—our reimagining of A Tribe Called Quest’s classic rap, “Can I Kick It?”—we turned the Citi Shop browser extension from a newcomer into a must-have tool for online shoppers. Rather than relying on a blockbuster production, we strategically leveraged music’s intrinsic ability to capture attention and drive recall-- transforming a functional product into something engaging and culturally resonant.