American Express Cobalt Card

American Express, a financial services corporation, launched its You Do You campaign, to introduce the new Cobalt Card in Canada and drive new card acquisition.

Campaign details

Brand: American ExpressAgency: NORTH STRATEGIC

The Assignment

American Express Canada changed the financial services game in Canada in 2017 with the launch of the American Express Cobalt Card, a completely re-thought credit card designed for millennials and young professionals.

A global first for the company, Cobalt was created to appeal to a very specific demographic and reward them for the kinds of purchases they are already making, emphasizing a 'you do you' attitude. With Cobalt, young Canadians have access to a rewards card that fits their life, not the other way around.

For American Express,...

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