American Express Essential Card
We all have things we want to achieve, but all too often we let our thinking get in the way of our success. We doubt our abilities, fear the opinions of others and become overwhelmed by the insistent need to compare ourselves. But what if the only voice we chose to listen to was our own?
As part of a pitch, we developed a positioning for the American Express Essential Card that encouraged an unengaged Millennial audience to see the product as a marker of difference and enabler of their goals.
The campaign was supported by a competition encouraging potential Card Members to share what they wanted to achieve for a chance to win the funds to make it happen.
Once you tell someone your goal it’s much harder to back out.
Digital out of home created from #FollowYou social posts.