American Express: Blue Moon Platinum Upgrade DM

There must be a blue moon tonight.
The Platinum Card. With an introductory offer you’ll rarely see – just $450 for your first year.

American Express wanted to inform their Gold Card customers of a very rare offer. Their prestigious Platinum Card was $450 for a limited time, instead of the usual $900 annual fee. Offers this good only come around once in a blue moon, so we decided to use that as the creative idea. The box including a mock card, was originally due to lodge mid-March but we talked the client into waiting a while so we could mail it to coincide with the actual blue moon at the end of March 2010.

Advertising Agency: OgilvyOne, Sydney, Australia
Creative Director: Matt Andrews
Art Director: Brenton Bleechmore
Copywriter: Jon Tompkin
Illustrator: Brenton Bleechmore

March 2010


Guest's picture

photography is the best thing here

advert2ad's picture
237 pencils

Ogilvy did much better concepts for American Express.
Good Execution.


Guest's picture

Interesting, I hope there's something in the copy to let them know there ACTUALLY is a blue moon that night. Clever I suppose.

mohanavishwa's picture
11 pencils

Excellent Idea

Log in or register to post comments