Proudly Backing Love

Challenge: Amex wasn’t an official sponsor of NYC Pride, the official host of WorldPride 2019—so, how do we celebrate inclusivity and be included in the celebration? 

Solution: Hijack all the media space along the parade route.

How: By creating an original design concept that let our blue box logo stand shoulder-to-shoulder with the rest of rainbow, we were able to signify our backing, and become part of the rainbow. We paired the design with positive and inclusive messaging, to show all gathered Amex’s proud backing for all the love at Pride.

Executive Creative Director: Julie Scelzo
Copywriter: Aya Hamada
Press: AdWeek, Programmatic USA