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A classic, reimagined

A new Card for a new generation
The Challenge

How do you redefine an icon?

In October 2019, American Express announced the refresh of its iconic Green Card, designed for consumers who live for experiences, big and small, with a set of fresh, new features and benefits that back what they care about most.

We brought the Card to life across earned, owned and influencer channels to reach the Card’s target audience with new travel, transit and dining benefits and digital and lifestyle services.

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Lili Reinhart served as PR spokesperson, helping to drive strong campaign messaging across consumer lifestyle media and to her 20M+ followers on social.

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Card Member influencers created a multi-wave narrative to help demonstrate how Green from Amex and its benefits make it an essential Card for the life you live.

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On our owned channels, we created a social takeover with photographer Grace Bukunmi as a way to break the news, humanize the Card’s new benefits, and lean into the mindset of the target audience.

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Results

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Earning It