American Express launches ‘shop small’, showcasing Australian small businesses

American Express has released its shop small campaign in Australia, featuring 15 small business owners from across Sydney and Melbourne.

The local campaign creatives were produced by Ogilvy Australia and shot by photographer John Laurie.

Shop small aims to shine the spotlight on small businesses, and takes its cue from the brand’s global brand platform: “Powerful backing: Don’t do business / Don’t live life without it.

It also makes use of the brand’s new visual identity, using a hand-drawn version of American Express’ card.

The owner of The Barber Shop, a Sydney-based small business Credit: Junkee / Yael Stempler / @yayastemp

“Small businesses are an integral part of our communities and what makes them unique. What better way to recognise their contribution and celebrate them, than by putting them front and centre of the Shop Small advertising campaign.

“The small businesses we’ve chosen represent the diversity of small businesses and include a bicycle shop, garden nursery and clothing store to name a few,” said Naysla Edwards, vice president of brand, charge cards and member experience for American Express.

“We know Aussies love where they live, but this campaign is a reminder that if they want to see their suburbs thrive, they need to back their local small businesses in November and beyond.”

The campaign will run across TV, cinema, outdoor, online video, streaming audio, digital and social, and is also supported with a partnership with News Corp across its News Local titles.

Mindshare is executing the paid media campaign, while Opr agency is handling the earned media strategy.


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