American Express launches new creative platform via DentsuMB

American Express, which was named as a principal partner for Sydney Gay and Lesbian Mardi Gras (Mardi Gras) last year, has launched a social and out-of-home (OOH) campaign on the new ‘Express Yourself’ creative platform created by Dentsu Mcgarrybowen (DentsuMB).

Following the launch of American Express’s first Mardi Gras Community Program earlier this week, the campaign seeks to highlight the importance of self-expression in the LGBTQIA+ community and encourage celebration of who people are.

In one of the social spots features LGBTQIA+ activist and fashion stylist Deni Todorovič speaking on their experience on finding love.

American Express co-lead of the Pride+ Colleague Network Stephen Maoudis said: “American Express is a proud supporter of diversity, equality and inclusivity. We believe that all people should be able to express themselves openly and freely, just as LGBTQIA+ employees do at American Express.”

Naysla Edwards, vice president of brand, charge cards and member experience at American Express said: “At American Express we resolutely believe that everyone should have the right to express their authentic selves without fear or discrimination, and that belonging is only achieved when we value, respect and include others. We are proud to launch ‘Express Yourself’ as a call to arms to respect and celebrate our differences and to encourage authentic self-expression among all.”

Jack Nimble head of production Hayley Olsson added: “We are super proud to help American Express launch ‘Express Yourself’ on social. We felt privileged to have people from the LGBTQIA+ community share their personal stories of self-expression with us, and honoured to help bring them to life. The stories are beautiful, and they brought many happy tears to my eyes!”

DentsuMB creative director Will Edwards said: “Express Yourself strikes a chord with me personally. Accepting yourself and being able to fully express who you are, has a huge impact on a person both mentally and physically. While the Sydney Gay and Lesbian Mardi Gras has grown into this beautiful celebration of self-expression, there’s still a way to go before the LGBTQIA+ community feels safe, secure and proud to be themselves in all aspects of their lives.”

Some of the assets for the campaign

Mardi Gras is on tomorrow, Saturday 5 March.


Creative: dentsuMB

Creative Director: Will Edwards

Associate Creative Director: Jackson Long

Senior Art Director: Leisa Ilander

Associate Creative Director: Daniel Miller

Group Account Director: Bethany Ryan

Account Director: Annie Millar

Senior Brand Strategist: Phil Johnston

Head of Design: John Fairley

National Production Lead: Lauren Reilly

Marketing Project and Production Manager: Fabiana De Abreu

Senior Finished Artist and Designer: Alannah Rados

Social Creative & Production: Jack Nimble

Executive Creative Director – Adam Wise

Head of Social – James Mcinnes

Head of Production – Hayley Olsson
Content Manager – Imogen Wirth
Senior Creative – Callam Hanks
Junior Creative – Marcus Fisher

Director – Hannah Lehmann
DOP – Sejon Im
Cam Assist – Sandy McLennan
Gaffer – Richard Hawkins
Sound Recordist – Nathan Bell
Production Assistant – Josh Mullane
Photographer – Mikey Whyte

Photographer’s Assistant – Jason Winston

Editor – Pete Ward
Graphics – Drew Meier & Aimee Kubo

PR: Ogilvy PR

Chief Growth Officer: Ant Kelaher

Client Partner: Ellie Thomas

Client Partner: Cody Desmond

Experiential: Studio Messa

Project Lead: Jason Alexander, Senior Producer

Managing Director: Peter Pengly,

Director of Events: Sandra Sabatini

Art Director: Jessica Ticchio

Lead Designer: Bridgette O’Brien

Lead Designer: Jessica Eisenhauer

Event Coordinator: Rashna Krishnan

Media: UM & Reprise

Senior Client Director: Rachel Campbell

Planning Director: Sian Campling

Performance Director: Justine Cristini

Performance Manager: Tanzi Kamila

Digital Coordinator: Ashley Luck


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