Purchase with Purpose: The AMEX Climate Reserve Card

GOAL

The main goal was to create an advertising campaign for a conceptual American Express credit card that aligns with Gen Z values of sustainability and social justice. The challenge was to redefine traditional credit card marketing by highlighting environmental and social impact while maintaining the brand's luxury identity.

EXPERIENCE

The project began with extensive research into Gen Z spending habits, values, and competitor analysis. I uncovered key insights about the appeal of purpose-driven branding and designed the "Climate Reserve Card" to merge financial empowerment with meaningful impact. Early sketches and ADLOB mockups illustrated how each campaign idea worked across digital and physical platforms, including influencer collaborations, immersive events, and social media.

OUTCOME

The project successfully demonstrated how American Express could reposition itself as a purpose-driven brand for Gen Z, maintaining its prestige while attracting a younger audience. The campaign exceeded expectations by providing a holistic strategy with a clear unifying theme: "Purchase with Purpose." This work highlights the potential for luxury brands to lead in sustainability-focused innovation.