CLIENT
American Express
Marie Devlin, Director SVP/Advertising, Media & Sponsorships
John Hayes, CMO
MaryEllen Jelenek, VP, Marketing
Stefan Happ, Executive VP & GM Global Emerging Payments
Andrew Katz, VP, Advertising Strategy & Communications
AGENCY
Michael Craig, Managing Director
Ellie Gogan-Tilstone, Sr. Planner
Jake Stanley, Planner
Alison Gragnano, Executive Creative Director
Caitlin Whalen, Acct. Supervisor
DigitasLBi
Mindshare
SUMMARY
Our financial system isnt working for everyone70 million American adults are Underbanked. To better serve them, Amex re-launched the Serve prepaid card as a feature-rich, full-service prepaid account. We had to show the Underbanked how Serve could improve their money management, while overcoming their perceptual barriers to our brand. Our campaign heroized real people telling stories of their challenges, goals and dreams, and offered Serve as the honest answer to their financial needs. The results? Serve is growing rapidly, and the brand has jumped in relevance with the Underbanked.
