Brand Experience: Live
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live experiences should be entered.
Small Business Saturday
In 2010, American Express created Small Business Saturday, a new shopping day between Black Friday and Cyber Monday, to support small businesses, create jobs, preserve neighborhoods and fuel local economies nationwide. But 2011 would be the real test. Could American Express take what started as a simple idea of supporting small businesses during the holiday season and transform it into a permanent fixture on the American shopping calendar? In just its second year, American Express took Main Street mainstream with a multitouch campaign that activated the small business community, consumers, media and brand partners, and even local and national government officials using powerful social action
Brand: American Express
Client: American Express Company