Amex Gold 'Unsigned'

Client: American Express

Remember how it felt to be outside with friends again? In 2022, the UK had re-opened and our audience of ‘New Trend Lovers’ could experience their love of music once again. For the Amex Gold Card, which has long-standing credibility in the UK music scene by providing exclusive access to events, the rules of engagement had changed. We knew our audience cared passionately about new music which had been restricted during lockdown, and we needed to do something about it. Our task was clear – to create a disruptive and authentic initiative which positioned Amex Gold as a ‘Card for me’ by connecting with a younger audience and their passion for discovering new music. Amex’s mission is one of powerful backing and our ambition was to develop a bold idea with both business and cultural impact by offering innovative rewarding experiences for new artists and our audience.

The live music scene, vital to our audiences’ social lives, had been severely impacted. At the heart of our idea was Amex’s powerful backing to champion what matters to New Trend Lovers. We decided to reward an unsigned artist with the opportunity to create music for the new Amex Gold TV ad and perform live at an Amex-sponsored music festival. The Amex Gold ‘Unsigned’ initiative was born.

We worked with leading music partners and institutions to discover talent, rewarded the winner with numerous platforms to perform, documented the entire process on Amazon Prime and delivered incredible results for the business and brand.