BACKGROUND

American Express has a long history of supporting the LGBT community, but it wasn’t widely known.

 

IDEA

To proudly and unambiguously put the full support of the brand behind their first integrated LGBT campaign: #ExpressLove. A platform that encouraged and enabled people to #ExpressLove in all its rainbow colors.

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SIGNIFICANT LAUNCH DATE

#ExpressLove launched on June 26, 2016: the 1-year anniversary of the legalization of same-sex marriage in the U.S. and the day of the New York City gay pride parade.

We took the quintessential brand truth, that every Member’s anniversary (a “Member Since” date) is printed on their American Express card, and reimagined it as a way to celebrate this historic anniversary. The print and social posts featured real LGBT Cardmembers “Married Since 2015.”

We took the quintessential brand truth, that every Member’s anniversary (a “Member Since” date) is printed on their American Express card, and reimagined it as a way to celebrate this historic anniversary. The print and social posts featured real LGBT Cardmembers “Married Since 2015.”

 

BRAND CHANNEL TAKEOVER

#ExpressLove took over every American Express social channel and americanexpress.com

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For the first time ever, the brand altered their classic blue logo.

For the first time ever, the brand altered their classic blue logo.

 

EVENTS

The #ExpressLove float appeared at 10 U.S. Gay Pride festivals.

 

DIGITAL ACTIVATION

Finally, to encourage people everywhere to express love, we launched an activation that enabled people to create photos
in the style of our social posts – celebrating all types of relationships. We promoted the activation at Pride festivals where #ExpressLove appeared.

 

RESULTS

#ExpressLove was covered in both mainstream and LGBT media ...

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... and the positive response in social media was overwhelming.

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