Expressions of Kindness

A 360 degree cause-relating marketing concept for American Express. A contagious cross-platform event experienced online, via mobile and on the street.

Content 360 Win!

I recently won a partnership deal with Ogilvy Entertainment in the US to develop the Expressions of KIndness concept - one of six short-listed projects from around the world selected for the Ogilvy Category in the MIPTV/MILIA Content 360 pitching competition in Cannes.

The category called for innovative, 360 degree cause-relating marketing concepts from around the world on behalf of one or more of Ogilvy’s clients: Dove, BP, Fanta and American Express.

Overview

Inspired by the Random Acts of Kindness movement, the campaign aims to generate a mass participation event by motivating and facilitating young people across the world to committ Expressions of Kindness and Random Acts of AMEX, and raise money for a charitable Kindness Fund.

The campaign concept uses branded entertainment in the form of a broadband TV series: Random Acts of AMEX, innovative viral activations, contagious mobile activity, a cardholder rewards scheme and curated, social media, all integrated at a rich, online destination, expressionsofkindness.com

Launch: Viral Execution 1 – Amex Kindness Cards

Billboard – Mobile Execution

Viral Kindness Relay – Mobile/Email/Online/Social Networking application

Broadband TV Series – Random Acts of AMEX

User-Generated Media – Random Acts of AMEX, Real-Time Google Map Posts