American Express required an outdoor campaign that managed to achieve two things at once: promote a 'double the usual points' message, and also highlight the range of places where the American Express card could be used.
I developed a campaign message that tapped into the adventurous spirit of Amex cardholders, with an over-arching headline referencing the fact that their points-earning ability could take them further than usual (for instance when they trade their points for travel – which is one of the favourite ways to redeem points).
Two other 'venue-specific' ads then linked the 'travel' message of the main ad with references to two of the major places where American Express could be used – petrol stations and supermarkets:
