PLAY by American Express Platinum

Name: Day One Agency
Price range: $

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American Express

The Challenge

Spark joy for the next generation of Amex Platinum Card Members at Miami Art Week.

Millennials and Gen Z are Amex’s fastest growing Platinum Card Members; over the last year, Platinum account acquisitions reached record levels.

Miami Art Week — the industry’s buzziest cultural moment and a Card Members favorite — was an opportunity to build buzz across social media and national media outlets.

The Insight

Nostalgia's place in the cultural conversation presented a Platinum opportunity to cater to Card Members' passion for toys and art.

At our PLAY installation, Platinum Card Members were invited to indulge their inner child, to touch and feel and toss the art.

The Solution

Build a world in which our Card Members could PLAY with the art.

We commissioned artists including Eny Lee Parker and Kumkum Fernando to fill an enormous, fantastical, platinum gallery-meets-toy house — a work of art in its own right — to drive excitement and offer Platinum Card Members a once in a lifetime experience.

The massive playscapes installed inside the interactive gallery drove genuine excitement.

We partnered with renowned creative studio, PlayLab, Inc., to construct the first of its kind toy house. Mattel Creations provided exclusive programming by Shantell Martin and Daniel Arsham.

The artists reimagined iconic toys as collective works of art, which we previewed for the press at an intimate NYC press preview ahead of the Miami installation.

An invite-only “House Party,” filled with celebrities and influencers, drove social conversation and secured post-event coverage. Vogue called it “the most fashionable Art Basel Miami Beach party.”