American Express made an unusual business decision by directly hiring photographer Annie Leibovitz to reimagine their brand communications without their AOR's input. After six months and millions of dollars spent the result was only great portrait photography. They needed a conceptual solution. The agency, Ogilvy and Mather, had failed for 8 months to provide one, so they asked Amter to take ownership and "fix it."
The solution was seemingly simple, bring a voice to Annie's photography. Celebrities handwrote unscripted answers to a specific questionnaire next to Annie's portraits. By featuring American Express's most iconic card members, not just their purchases, we were able to noninvasively glimps a celebrities life while showing American Express as an aspirational platform for all consumers. Hence, "My Life. My card." The public liked it so much they sent 1000's of their own filled in questionnaires directly to Ken Chenault the CEO of American Exress, hoping to be featured themselves. The consumer questionnaire was an amazing sign of support for the My Life. My card. print campaign and became our catalyst for digital and a vibrant social media campaign. American Express asked Ogilvy to then implement the campaign Globally as Australia, Singapore and Europe were all requesting a version for their regions, which we also oversaw working with AMEX's then number two Diego Scotti.
The "My life. My card." campaign swept the awards shows globally and was voted 'campaign of the decade' by the readers of AdWeek. We ran all client contact after the initial interview with John Hayes, SVP American Express Global Head of Advertising. While many people claim credit for the iconic "My life. My card." print campaign, example: Group Creative Directors did not exist at Ogilvy during its inception and launch, just one creative team created and executed the print campaign under Ogilvy's Vice Chair CCO David Apicella: Kate McCagg, Kate Wilentz and Kevin Amter.
Sales impact:
40% increase in new cardmembers for the Centurion Card line.
Owned media:
americanexpress.com/mylifemycard traffic increase: 7.4 million visitors (4x’s norm).
Earned media:
Immeasurable multi-millions. Trade mags, National MSMedia, social and consumer mail of campaign to AMEX CEO Ken Chenault.
National and international award shows:
Effies Gold and silver
Ad Age Creativity print campaign of the decade
Communcation Arts Awards Annual
OneShow Gold and Silver pencil
D&AD Yellow pencil
Graphis International Awards Show
Addys Gold and Silver
Tribecca Film Show Festival
Campaign Live Champions of Design
Clios Grand, Gold, Bronze
Grand Prix Stratégies de la Publicité
AICP Show campaign
Canne Gold and Silver Lion
ADC Annual Awards Gold
The New York Festivals
Andys Silver
