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.
Credits:
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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topics
American Express
Dentsu Mcgarrybowen
DentsuMB
Hayley Olsson
Jack Nimble
Naysla Edwards
Stephen Maoudis
Will Edwards
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