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American Express is encouraging people to “Keep Doing You” in a new dual-screen view campaign that reveals the many ways that the Amex Gold Card rewards you for the things you’re … read morealready doing.
Whether you love travel, music, entertainment, fashion or food, Amex Gold doesn’t ask you to change your spending habits, instead you are simply rewarded for the things you buy anyway.
The campaign shows different people enjoying moments they love, like meals out, holidays, music gigs and more, in a ‘Spot the difference’ style split-screen. But the twist is that it’s the exact same moment playing out side-by-side. The only difference is the words on the split-screen. For example, the holiday moment features the lines: “One hotel isn’t paid for with points. One hotel is.”
As all the scenes come together to show how the exact same experience can be more rewarding, the ending sees the split screen become one as the voiceover says: “Make life more rewarding without changing a thing – well, apart from how you pay. Keep doing you, get more with Amex Gold.”
Running in July across the UK on BVOD, outdoor, online and social, the campaign features photography by Sebastian Barros and film by Similar but Different with Smuggler.
read less...Senior Creatives: Sarah Watson and Nick O’Brien
Production Director: Roz Prentice
Planning Director: June Fong / Trevor Lindroos
Business Director: David McColl
Senior Account Director: Christopher Doggett
Account Manager: Isabel Carless
Account Executive: Ottilie Stephenson
Clients:
Director, Product Acquisition: Cheryl Rosenthal
Senior Marketing Manager: Camille Audibert
Marketing Executive: Sundas Butt
Film
Director: Similar But Different
Production Company: Smuggler
Production Company Producer: Claire Jones
Edit House: Ten Three
Editor: Ellie Johnson
Edit Producer:
Post Production: GABHA
Senior Flame Artist: Daniel Morris
Colour: Andrew Francis @ GABHA
Post Producer: Dafydd Upsdell
Finishing: Re:Production
Audio: Wave Studios
Audio Engineer: Aaron Reynolds & Jonny Platt
Music Supervision: The Music Lab
Stills
Photographer: Sebastian Barros
Retouching: Justine Foord and Pete Stedman
Agency Producer: Anuschka Das
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