At the time, Amex had a very small share of the millennial market. To millenials, American Express was seen as an , exclusive, and old-fashioned brand. Working with our clients at American express from the product positioning, right through to delivery, we developed a campaign platform that resonated with the millennial consumer. By positioning it as the card that lets you do you, the card catered to the habits and behaviours of millennial consumers. The campaign resulted in one of the most successful product launches for Amex Canada, and improving brand equity and new card acquisition amongst consumers 10 years younger than their average customer.