American Express

Experiences | Print/OOH

Out with infinity pools and extravagant opulence, and in with meaningful experiences. The Amex Platinum brand had been gradually losing its appeal among contemporary travelers, perceived as outdated and disconnected. Our campaign inspired individuals to break away from the constant gaze of their smartphones, inviting them to discover authentic experiences and reconnect with the essence of human endeavor. Since its launch, new Platinum memberships have more than doubled, generating a resurgence in the brand's relevance with the modern traveler.