AMEX Launches New Brand Campaign, Hosts Hybrid Event
American Express International launched its new global brand campaign "Yes, Life Needs This" on May 14, targeting people pursuing a hybrid lifestyle that enriches both work and personal life simultaneously. Two TV commercials are currently airing.
To coincide with this, the experiential event "#AmexLife" was held on May 22 and 23 at the BA-TSU ART GALLERY in Shibuya, Tokyo.
At a press conference held on the 21st, Yasuhiro Sudo, Vice President of the Corporate Business Division, touched on the company's history since its founding in 1850. He noted that while the business model has evolved—from express mail services and handling traveler's checks to entering the credit card business—the brand has been supported by three pillars for 168 years: trust, service, and security. "These pillars will continue to be upheld. And starting this year, we are launching a new global brand strategy. As modern life undergoes significant changes, American Express must also evolve. We aim to become a brand that supports both private and business needs for people living purposeful hybrid lives. The event features content designed to engage all five senses, so we encourage everyone to experience it."
The event embodied the new campaign's worldview, offering experiences that stimulated the senses and curiosity through content like food, music, and exercise. Attendees could enjoy the "Augmented Climbing Wall," a game-like experience blending bouldering with cutting-edge technology, while a collaboration with SPACE SHOWER TV featured performances by popular DJs.
In the "Hybrid Food" area, visitors could enjoy "NOSTALGIA OYSTER LEAF," which recreates the flavor of the finest oysters without using oysters, "UNDER 100kcal BURGER," made with healthy ingredients and low in calories, "VEGHEET ROLL" made with veggie instead of nori, "Exotic Bubble Dessert" a drink made by pouring lychee-flavored tea into a test tube and mixing in chia seeds, and "Marvelous Drink" a champagne flute with an eye-catching blue and green gradient. These hybrid foods, made with innovative combinations of ingredients, delighted the eyes and taste buds of participants.
Official website:
https://www.americanexpress.com/jp/benefits/why-american-express/
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