American Express: #ExpressLove

American Express, a global financial services company, increased awareness of its pro-LGBT stance by launching its #ExpressLove campaign on the anniversary of the legalisation of gay marriage in the US.

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...

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