American Express (AmEx) and its agency DigitasLBi are collaborating with the New York Times Company to leverage both its distribution and in-house experiential design agency Fake Love to raise awareness for the repositioned Platinum Card.
The “Platinum Transported" initiative incorporates 360º virtual reality to provide viewers with an immersive digital adventure. The first episode "Taste" features chef David Chang exploring different combinations of flavors presented in an unexpected ways.
DigitasLBi conceived of the initial creative across all digital and social platforms while Fake Love helped to develop creative and the technical side.
"During the conceptualization process, we quickly discovered that 360º was the best way to pluck the viewer out of their environment and transport them into this unchartered sensory experience," says Aline Ridolfi, creative director, Fake Love. For the Taste film - which "focuses on perhaps the most intimate of the senses" - the campaign wanted to bring the viewer as close to Chang and his creative process as possible, "only inches, or seconds away from digging in," says Ridolfi. He is seen talking about the uni with chickpea hozon dish at two Michelin starred Ko.
AmEx will next roll out “Sound” and “Sight” featuring influential individuals who have made a significant impact on one of the particular senses in the coming months. The series appears as branded content across the NY Times as well as AmEx's platforms.
American Express also recently debuted a new, travel-focused creative advertising platform via print, out-of-home and digital ads. Ogilvy served as the lead on creative for the OOH and print which is designed to inspire global travel experiences. The ads ask, "Where will American Express Platinum take you?"