EVERYDAY IS A JOURNEY
WITH AMEX GOLD.
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SOME CONTEXT:
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SOME CONTEXT:
Not so long ago privilege was a narrow concept, a luxury for a few, but with all that happened
in the last few years, things have changed. And as a response to every great change,
people have redefined their way of life, their values and their priorities.
in the last few years, things have changed. And as a response to every great change,
people have redefined their way of life, their values and their priorities.
THE COMMUNICATION CHALLENGE:
American Express Gold Card needed to redefine itself, too.
Its annual cost, high-end travel benefits, and years of “status-symbol” communication strategy
made people perceive this product as elitist, distant and only for people who travelled a lot
(and only in first class).
made people perceive this product as elitist, distant and only for people who travelled a lot
(and only in first class).
OUR SOLUTION:
To enjoy your life, you don’t need to travel to faraway exotic places: with Amex Gold benefits,
every day and every experience can become a wonderful, meaningful journey.
every day and every experience can become a wonderful, meaningful journey.
To convey this concept we created a powerful yet simple storytelling platform that shows exactly how
“Everyday is a journey with Amex”.
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This communication journey started with a digital long-form hero video.
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The next stop was on national TV, with shorter cuts.
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Then we landed in Italy’s airports and cities with a dedicated OOH campaign.
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Agency: Dentsu Creative, Milan, Italy
Executive Creative Director: Maurizio Tozzini
Creative Supervisors: Gianluca Nucaro, Stefano Tunno
Executive Creative Director: Maurizio Tozzini
Creative Supervisors: Gianluca Nucaro, Stefano Tunno
Creative Team: Serena Pulga, Fortuna Todisco, Ilaria Di Piero, Sara De Carli
Director: MEETO
Production Agency: Karen Film
