Client: American Express
Project: Platinum Card relaunch (consumer & business)
Assignment: Brand Strategy, Product Positioning & Marketing
Facing strong competition from multiple new offerings, the Amex Platinum card needed to stand out from newcomers in a meaningful way. Whereas upstart card programs have only a few years in business, Platinum has decades of experience, during which time it has built a strong following and reputation in the field. We decided to focus on the insight that Platinum card members are constantly looking for the next travel destination, and business card members are planning the next move to push their companies forward. The creative execution made use of this insight, by compositing different scenarios together, denoting the Platinum member’s mindset of always looking ahead.