Challenge

American Express under its “Powerful backing” positioning, is looking to backs those who live life forward to help them achieve their dreams. So how can we execute the “Powerful Backing” making it relevant to a younger audience? 

Solution

We found out that the brand has prime outdoor space in the most important cities in the Country. So, we came up with a program called “Backing Billboard”, in which we donated outdoor advertising space to emerging artists from all over the Country, so they can showcase their art to the world with the “Powerful Backing” of American Express. 

Results

The campaign was well received by the media achieving over 12 million views on social media and placing the brand’s social responsibility efforts at the center of the conversation. And most importantly, backing emerging artists who live life forward.