‘It’s your journey’
After Qantas pulled out of the Rewards program, Amex wanted to reassure customers that the remaining airline partners could deliver them to the four corners of the world. The ‘Journey’ idea, inspired by the romance of antipodean travel, was extended online.
‘Upgrade with Amex’
This DM encouraged Amex customers to 'Experience more momentum' by upgrading their credit card. An impactful image and short-fold format allowed customers to gain a sense of the product benefit, while meeting the challenge of a limited budget.
‘Upgrade with Amex’ (Platinum)
This DM concept clearly relays the benefit to customers of upgrading their credit card by inviting them to 'Enjoy more of the good things in life… (reveal) Much, much more.' Composited stock shots and standard postage formats ensured the piece remained under budget.
‘Get extra cash’
This concept for St.George Bank used a tactile, fun format to bring to life having extra savings. By replicating a wallet, this piece cut through the mail box clutter, soliciting the consumer’s attention.
‘Looking after a family isn’t easy. Protecting them can be.’
This InsuranceLine campaign targeting blue-collar families used relatable family scenarios to convey the importance of having life insurance. Animated phone and mouse characters were created and threaded through communications to further enhance brand likability and recognition.
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