To challenge the perception that American Express is too premium and not locally relevant, this repositioned the brand as a gateway to the UK’s most-loved summer moments. From Wimbledon and Formula 1, music festivals, dining, and more, the campaign showcased how Amex delivers special access where it matters most.
The integrated campaign spanned CTV, out-of-home, and paid media across Meta, Reddit, TikTok, and Spotify, and was supported by on-the-ground activations including lounges, Amex Radios, and fan experiences—bringing the brand to life throughout the summer.