AMEX re-hauled their classic Green Card with the goal to attract a new base of prospective card members; younger ones. With this new demographic in mind, we took a departure from AMEX’s normal blue brand palette and colorized the work in green hues from the card art. We also utilized outlined + bold type pairings, vibrant photography, and more relatable scenes to create a refreshed vibe. A majority of OOH was live at the Bedford Ave station in Williamsburg and at the Fulton Street station in NYC’s Financial District.
AMEX was once a name that seemed intimidating to a younger audience – but that perception is changing, in large part due to this re-launch. The campaign resulted in the most signups they had seen in their 180 year history. See the case study below: