American Express OPEN - Heroes / Oscar ad - (2011)

Amex wants small business to win. During the Academy Awards, American Express OPEN unveiled a new ad encouraging consumers to "shop small" at their local small businesses. According to the January 2011 American Express OPEN Retail Economic Pulse, 51 percent of business owners believe that there is a growing "buy local" sentiment in the U.S. These retailers also believe that "buy local" campaigns can help small businesses compete in challenging economic times (55 percent). Raising awareness for small business did not stop at the Oscars. If you’ve picked up The New York Times Business section over the last four Thursday’s, you may have noticed another ad campaign celebrating small business growth and success. Titled "What’s Booming this week," the half-page print insertions highlighted 300+ tweets from real businesses describing how they are revitalizing the economy by being resourceful, making a difference in their communities and implementing innovative business practices that other business owners can learn from. Over the course of five weeks, more than 1,000 tweets were submitted using the hashtag #Booming. A live reel showing the tweets in real-time were also streaming across online outlets including The New York Times, Huffington Post, AOL, CNN and Fast Company.

American Express OPEN “Heroes” TV credits:

Agency: Crispin Porter + Bogusky
Client: American Express OPEN
VP / Group Creative Director: Mark Taylor
Creative Director: DJ Pierce
Creative Director: Tom Miller
Associate Creative Director: Allen Richardson
Art Director: Courtney Bowditch
Copywriter: Moon Yang
Partner / Group Account Director: Steve Erich
VP / Group Account Director: Edward Christopher
Account Director: Daniel Buckley
Content Supervisor: Mike Appezzato
Content Manager: Rachel Steiker
Assistant Content Manager: Tucker McCormick
Sr. Integrated Producer: Kate Hildebrant
Editor: Kevin Anderson, Cosmo Street
Post Compositor: Pierre LaQuerre, Method
Sound Mixer: Rob Fielack, Plush
Colorist: Siggy Ferstl
Music: Beacon Street Studios
Business Affairs Manager: Rebecca Williams