Brief
We created American Express’s main fall campaign for the Platinum Card. We were tasked with developing the strategy, concept and then the actual production of all the assets needed for the campaign. The campaign ran in the Netherlands and in Belgium across a large number of platforms: OOH, OLV, Radio, Display, Programmatic and Social Media. In total we created over 400 assets.
Concept
The American Express Platinum card is the ultimate companion for traveling. That’s usually easy to communicate. But what happens when the world shuts down amid a global pandemic? This campaign was launched at the end of the pandemic, the concept was “Rediscover the world”.
Insights
The global Covid pandemic abruptly put our lives on pause. In our research we found that the things the target audience missed most correlated with what they missed about traveling. This became the basis of the campaign. When the world opened back up again we invited the target audience to rediscover the world.