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American Express
My Life. My Card.

RAN IN: United States

CLIENT
American Express Company

John Hayes, CMO
Diego Scotti, VP Global Advertising
Mike Aaron, VP Global Brand
Nancy Smith, VP Global Media & Partnership
Natasha Krinitzy, Sr. Mgr.
Bonnie Taffer, VP Alliances & Content

AGENCY
Ogilvy & Mather *Lead Agency

Simon Pearce, Sr. Partner - Executive Group Dir.
Chris Mitton, Sr. Partner - Creative Dir.
Terry Finley, Sr. Partner - Creative Dir.
Nancy Boyd, Sr. Partner - Group Account Dir.
Jennifer Colman, Sr. Partner - WW Planning Dir.
David Apicella, Co-Creative Chief
Jon Koffler, Sr. Partner - Associate Creative Dir.
Craig Mannion, Sr. Partner - Associate Creative Dir.
Jeff Kenyon, Sr. Partner - Planning Dir.
Kevin Amter, Print Creative Dir.


Mindshare

Rob Reifenheiser


SUMMARY

In order to modernize the American Express brand and stimulate card acquisition, we created the beautifully simple My Life My Card campaign. We identified a select group of Card members - Robert De Niro, Kate Winslet, Wes Anderson, etc. - whose extraordinary inner lives became the basis for the campaign. Our straightforward autobiographical approach was remarkably fresh and extremely effective. My Life My Card strengthened the audience's emotional affinity with the brand, resulting in a direct and immediate lift to card acquisition.

CASE VIDEO


Language: English