I AM -- AMEX
Brief- American Express an LGBTQA friendly brand wanted to show their support for the community on the 50th anniversary of Stonewall riots and World Pride celebration in New York.
Challenge- To create social content for global celebrations throughout pride month. It should also drive awareness of the role that American Express plays in backing the LGBTQA community across the 5 key markets (Mexico, Canada, Japan, United Kingdom and Australia).
Creative- We came up with the concept of I AM _____. This gave people the confidence to be open and talk about whatever they want to be. With Amex's backing to this sensitive topic, people started believing in the brand and it became an international out of home campaign.
Amex also collaborated with Lizzo for an intimate concert where all proceeds were given to Stonewall Community Foundation.
Photocall with Lizzo at Times Square Edition Hotel.
CW- Saloni Mittal
Produced By- Ogilvy, New York