ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Advertising

Amex Business Card Chronicles: The Bunny

Agency dentsuMB / New York + American Express

Client American Express

Category

Craft in Video / Direction - Single

Annual ID

ADC101_ADV079M

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: 3

Merit Honor

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

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 and 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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