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American Express Canada (AMEX) has consistently made an effort to cater to its members by continuously enhancing the benefits offered to cardholders. AMEX also recognizes the power of tapping into creators to assist with content creation, as it can often result in positive uplift across all metrics and stronger creative brand performance.
In their newest campaign AMEX collaborated with Canadian creative director and VFX creator Edwin Chung in the rolling hills of Napa Valley to bring Platinum Card benefits to life with striking creative impact. The result was (3) short video spots:
- Harnessing Edwin’s Authentic Style: Leaning into the TikTok trend around creative bravery, Edwin co-collaborated with Amex and directed creative development as an expert in VFX (visual effects) stop motion. As brands shift dollars away from traditional paid advertising in light of today’s ever-growing creator economy, Amex’s latest content rollout is the perfect example of how brands can breakthrough in a crowded social marketplace while embracing innovative storytelling and creative formats, led directly by talent experts and content creators themselves.
- Performance Speaks for Itself: TikTok found that 47%[2] of users agree when a brand empowers creators to take charge of the content’s creative direction, it allows them to produce authentic content, crucial for high performance. With Amex’s upcoming content launch, the brand is putting this concept at the forefront of its strategy to best connect with its Gen Z and Millennial prospects.
- Power of a Co-Creator Relationship: At the onset of the partnership Amex and Edwin defined mutual goals and expectations for creative direction and outputs, allowing Amex to explore new innovative forms of content while Edwin challenged himself to guide talent through the shoot instead of being the main character, differing from his typical content. This dual partnership approach deepened storytelling through Edwin’s consultation and redefined engagement in the digital realm.
“We’re continuing to see an industry-wide shift in how brands communicate with their audiences and how consumers engage with content,” said Lauren Dineen-Duarte, VP Communications, American Express Canada. “Working in close collaboration with Edwin while simultaneously granting him creative autonomy allowed us to create owned content with added creative impact and enhanced storytelling.”
Agencies behind the Here’s the Defence campaigns:
- Public Relations: North Strategic
- Brand: American Express Canada
(click on the link to view the agency's Vendor Directory listing)
