American Express: Nextpedition

For this campaign, the US credit card company American Express aimed to reach a younger audience of "Future Extraordinaries" - ambitious, principled and financially savvy - by tapping into the cohort's love of travel.

American Express: Nextpedition

Crispin Porter + Bogusky

Summary

This is a story about reinvention. For 160 years, American Express has been an icon of success. A badge for extraordinary individuals, doing extraordinary things, living extraordinary lives. But these individuals—our customer base—are aging. Our assignment was to reinvent the brand's relevance for a new generation, turning it into a badge for a younger audience, an audience on the path to being extraordinary themselves. We needed to show that we're a brand for people who are on their way, not just a badge for those who have already arrived.

One thing this...

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