American Express Employee Appreciation Day
#EXPRESSthanks
Role: Art Director
American Express is refreshing their Corporate Card for the first time in over 30 years. It continues to prove that the brand is relevant to the wants and needs of its customers, both in and out of the office. Through this activation, American Express was looking to establish an emotional connection and foster two-way relationships with customers by raising awareness about how important appreciation is to personal happiness and company success, underlying the essence of:
Good for Business, Great for People.
The Ask
American Express wanted to champion corporate employees by creating a rallying cry around Employee Appreciation Day on March 6th. We were asked to create an experience that highlights the power of the Corporate Program and shows how American Express backs employees.
The Approach:
As we took over four major cities, we invited everyone to discover the difference powerful backing can make through the power of appreciation.
The Idea:
Appreciation often goes under the radar or is altogether forgotten. American Express brings the power of written gratitude to the public forefront through Notes of Appreciation as a way to #ExpressThanks.
AdWeek Article Here
Express Thanks Cafe
Guests stepped up to the Express Thanks Cafe where they chose from an assortment of drinks and snacks throughout the day including bagels, sandwiches and brownies. Everyone received two of each item to encourage sharing with a colleague they appreciate.
Thanks for Everything Wall
On the backside of the Cafe was a display comprised of layers of postcards that work together to create an #ExpressThanks design. Throughout the day, guests took postcards off of the wall, each containing a message of appreciation that they were then able to personalize and give to a coworker they appreciate.
Graphic Elevation
Corporate Member
Appreciation Station
The Corporate Card Member Appreciation Station is where all American Express Card Members received an extra surprise.
Card Members were given tote bags that contained gifts from American Express Partners, including a Calm notebook, LoungeBuddy Liquid Travel Bag, Hilton Cookies, and an Uber discount card!
Guest Appreciation!
