For the 2021 relaunch of the Platinum card, Amex wanted to reboot the old Platinum world that could read as unachievable or elitists and break out of the category cliché.
So, we explored a fresh new take to show an ever-present vibe, not one single vacation or one fleeting moment. Instead, an aspirational lifestyle comes with unique perks –like finding an airport oasis in the form of a Centurion Lounge, booking exclusive reservations to restaurants booked solid, landing tickets to the sold-out show.
We launched big during US Open, ranging from five TV spots, painted walls, print, digital OOH, and airport signage across all major US cities and 50+ airports.
