Agency: Ogilvy New York
Product Description
American Express is a large global financial services company. They have a long history of supporting the LGBT community, but it wasn't widely known. #ExpressLove would be the brand's first integrated LGBT campaign, to demonstrate the company's ongoing commitment to equality. The primary audience was the LGBT community.
Objective of the Campaign
This multi-pronged campaign had to be a big, bold statement from American Express. We chose a significant launch date: June 26, 2016 (the one-year anniversary of the legalization of same-sex marriage in the U.S., and the day of the New York...