ADC Awards
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Category
Craft in Video / Direction - Series
Annual ID
ADC101_ADV048B
About the Work
The pandemic and the constantly evolving modern business landscape continue to bring about many surprises. For countless small businesses, the need to pivot, adapt, and scale is a continuing challenge and opportunity.
We created the “Amex Business Card Chronicles” campaign to celebrate small business owners everywhere and demonstrate the need for tools specially built for business. While so many business owners run their business using their personal card, American Express built a portfolio of cards ready to help propel their business forward.
The Amex Business Card Chronicles is a series of whimsical, long-form spots telling the stories of business owners navigating the challenges that accompany growing businesses. The primary film, entitled “The Bunny” features a small-town veterinarian, Arnold T. Petsworth, whose business is suddenly overwhelmed by an influx of bunny adoptions during quarantine.
From managing cash flow to responding to unexpected purchases to meet the moment, this campaign demonstrates how American Express Business Cards are specifically built for business with a fresh look and tone that breaks expected category norms. By choosing narrative storytelling over the standard information-driven B2B practices generally used in business-related advertising, the campaign is infused with a welcoming, reassuring tone. The campaign ran across TV, OLV, and social channels.
American Express has received record levels of new card acquisition. Close to 2.6m new card members were acquired in Q3 2021. Acquisitions of Business Platinum and Business Gold Cards have reached all-time highs. Early results suggest the work is resonating with small business owners across the board, with performance exceeding expected benchmarks. The campaign is changing perceptions and raising awareness of the American Express business offering.
2022 Awards
Total Points: 9
Bronze Cube
Credits
Agency
dentsuMB / New York
Client / Brand
American Express
Production Company
Smuggler
Post Production Company
P.s.260
Composer
Seth Olinsky
Creative Director
Christina Pitsinos
Director
Brian Beletic
Editor
Colin Reilly
Maury Loeb
Executive Producer
Katie West
Sue Yeon Ahn
Account Executive
Karen Dorfzaun
Assistant Editor
Chris Nicastro
Colorist
Tim Masick
Engineer
Michael Marinelli
Global Executive Creative Director
Julie Scelzo
Managing Director
Luke Kenny
Senior Art Director
Gavi Zarin
Senior Producer
Evann Payne
Color
Company 3
Composer Company
Lightening Studios
Director, Brand Strategy
Michael Smith
Director, Global Brand Strategy
Kara Shenton
EVP, Global B2B Marketing
Clayton Ruebensaal
Finishing
P.S.260 Finishing
Finishing Producer
Natalie Raffaele
Flame Artist
Chris Memoli
Flame Assistant
Anthony Augusta
GFX
Pat Lavin
GFX Assistant
Golpar Jalali
Group Account Director
Chad Whatcott
Managing Partner
Zarina Mak
Mix
Sonic Union
Senior Business Manager
Marie Sawicki
Senior Manager, Global Brand Content
Casey Ciminera
SVP, Global B2B Marketing
Jessica Ling
SVP, Global Brand Planning & Content
Andy Goldberg
SVP, Global Music Production
Jerry Krenach
US Chief Creative Officer
Menno Kluin
Voice Over
Judah Friedlander
VP, B2B Marketing Strategy
Eva Fishner
VP, Global Advertising & Brand Content
Katie Washington
VP, Global Brand Content
Allison Silver
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