American Express is putting the spotlight on new musical talent in its latest campaign to celebrate the rewards people can earnand use with the Amex Gold Card.
The film is set in a gig where the star performer is JazzieMartian, the winning artist of the recent American Express Gold Unsigned initiative.
American Express launched the Amex Gold Unsigned competition in partnership with NME, Mixmag, Syncr and BIMM to uncover, mentor and support the best unsigned music artists, and to provide its music-loving audience with engaging and relevant content.
The new campaign combines real-life action with animation to show how Amex Gold Cardmembers can get points on the things they buy, to use on the things they love, including gig tickets, meals, trips abroad and more.
American Express worked with Jazzie Martian to develop a cut of the soundtrack for the ad, and with up-and-coming director Joao Retorta to contextualise the ad and its animating band t-shirts in a vibrant music gig.
Maggie Boyle, VP UK Acquisition, at American Express, said: “We know our audience is excited about live gigs & experiences especially after the pandemic which is why Amex Gold Unsigned and the new ad were such a nice idea for us to get behind. We brought to life the great rewards you get with your Gold Card in a fun way through animated band t-shirts, all while supporting and celebrating Jazzie Martian’s unsigned talent – a genuine backing of the music industry.”
Sarah Bamford Creative Director at Dentsu Creative, said: “This campaign demonstrates how you can use your points to get rewards through the lens of fresh music and new experiences. Collaboration was essential, so American Express worked closely with Jazzie Martian to ensure the campaign carried that authenticity right the way through. The result is a campaign that provides a fresh perspective on Amex Gold, positioning it as innovative and relatable for modern-day customers.”
CREDITS:
CLIENT: American Express UK
ADVERTISING AGENCY: Dentsu Creative
MEDIA AGENCY: Universal McCann
CREATIVE DIRECTOR: Paul Cohen, Sarah Bamford
SENIOR ART DIRECTOR: Woody Woods
SENIOR COPYWRITER: Owen Evans
PROJECT DIRECTOR: Bianca Dubois
BUSINESS DIRECTOR: David McColl
SENIOR ACCOUNT DIRECTOR: Christopher Doggett, Sophie Gorman
SENIOR ACCOUNT MANAGER: Madeleine Burton
ACCOUNT EXECUTIVE: Ottilie Stephenson
STRATEGY DIRECTOR: June Fong, Trevor Lindroos
AGENCY TV PRODUCER: Roz Prentice
PRODUCTION COMPANY: Bullion
DIRECTOR: Joao Retorta
HEAD OF PRODUCTION: Guy Fuhrer
PRODUCER: Joel Spencer
EDITING: Final Cut
ILLUSTRATION: Kitchen
ANIMATION: Jelly London
GRADING: Electric Theatre
POST-PRODUCTION, SOUND & FINISHING: Re:Production
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