American Express has launched a 360˚ brand marketing campaign in Australia, Mexico, UK and Canada, using the phrase, “Realise the Potential”, with four 40 second animated television commercials, print and outdoor advertising, interactive and direct mail, and on-street activity. Designed in an illustrative style, the campaign uses strong primary colours to create a fresh new look for American Express.
The campaign aims to get consumers to re-appraise the brand by helping them realise the untapped potential in themselves, the world around them and in the card.