AMERICAN EXPRESS HAS BEEN SYNONYMOUS WITH CELEBRITIES FOR 40 YEARS. BUT USING THE ARTISTS FULL POTENTIAL WAS A NEW TACT. WE REACHED OUT TO CELEBRITIES AS “ARTISTS IN RESIDENCE, WITH THEIR BRAND MESSAGE WRAPPED IN THE CONTENT, PERFORMANCE AND BRAND IMAGE. OUR JOB WAS TO RE-AFFIRM THE IDENTITY OF AMERICAN EXPRESS. THE “MY LIFE, MY CARD” CAMPAIGN RESULTED IN THE HIGHEST AWARENESS THE BRAND HAD ACHIEVED IN MANY YEARS.