In Brief

An experiential marketing event celebrated the new global campaign from American Express, themed around work and passion

Last week, American Express hosted an immersive event to launch its new campaign “Don’t Do Business/Don’t Live Life Without It.” The financial services company created a experience in New York City’s TriBeCa neighborhood for visitors to learn about this new motto, which focuses on how our personal and work lives blend together.

“We are witnessing a global transformation in people’s relationships with work. How they choose to earn a living, pursue their passions and move seamlessly between life and business is changing,” said Elizabeth Rutledge, CMO of American Express, explaining the idea behind the campaign. “People are living rich, vibrant and layered lives and appreciate when someone has their back as they navigate this blended lifestyle.”

In addition to a great DJ, hors d’oeuvres and Jessica Biel in the midst of the crowd, the Amex experience featured a maze that walked people through different themes, each inspired by the best the internet has to offer. One consisted of a beautiful green set for visitors to take pictures in and lose themselves in another world. In another, visitors stumbled upon a room serving up the most popular foods on Instagram. With just one tap of a window pane, aesthetically pleasing desserts would appear, including cookie dough by Do, Thai iced tea served in a lightbulb and a chocolate dessert that resembled a plant, curated by Spot Dessert Bar.

Next, visitors found their way to photography sets created by famous photographers. There was staff on hand to take pictures for people within the different themes, from headshots that could constitute the perfect shot for a LinkedIn Profile to crazy and colorful photos suitable for Instagram. The adjoining room surprised visitors with adorable puppies.

Through this interactive event, Amex positioned people to take pictures and post them on social media with the hashtag #AmexLife. The company also unveiled a modern version of its brand iconography, featuring a refreshed logo that celebrates the campaign.

American Express

Last week, American Express hosted an immersive event to launch its new campaign “Don’t Do Business/Don’t Live Life Without It.” The financial services company created a experience in New York City’s TriBeCa neighborhood for visitors to learn about this new motto, which focuses on how our personal and work lives blend together.

“We are witnessing a global transformation in people’s relationships with work. How they choose to earn a living, pursue their passions and move seamlessly between life and business is changing,” said Elizabeth Rutledge, CMO of American Express, explaining the idea behind the campaign. “People are living rich, vibrant and layered lives and appreciate when someone has their back as they navigate this blended lifestyle.”