The world is getting so fast and instantaneous, but not all seconds count the same. Too often, too little of our time gets spent on the ones we love.

What if Citi could be a bank that reminds people how precious their time actually is?

We’ve created a social experiment that challenges real people's own notions of success. Based in the heartbreaking reality-check of the amount of time they spent away from their love ones, we challenged them to reevaluate their lives.

We’ve created a social experiment that challenges real people's own notions of success. Based in the heartbreaking reality-check of the amount of time they spent away from their love ones, we challenged them to reevaluate their lives.