American Express tasked us with producing online media for the 15 Second Clip Competition which ran in parallel with the Tribeca Film Festival. The site and banner media were promotions living under the My Life My Card brand umbrella. The competition allowed cardmembers to submit their own clips based on My Life My Card inspirational quotes (re: my inspiration, my wildest dream, etc.) from print and tv spots. We produced both a site to house the video competition and online rich media banners that teased users to submit and vote for their favorites. The site is a rich navigational experience allowing users to navigate the submitted clips, follow steps to submit their own movie, and apply for a card to get in on the action.
Communication Arts “Site of the Week”
CA online wrote an in-depth article for their “Site of the Week” column, highlighting functionality and video representation on the site.
“We have to disclose that we’re suckers for all incarnations of American Express advertising. Itís great creative. All of it. And, this site is no exception. And, although we can’t give the creative team credit for the content, we can give them props for creating an interface that makes the submissions shine.”