Blue Moon Platinum Upgrade DM

Agency Network: 
March 2010

American Express wanted to inform their Gold Card customers of a very rare offer. Their prestigious Platinum Card was $450 for a limited time, instead of the usual $900 annual fee. Offers this good only come around once in a blue moon, so we decided to use that as the creative idea. The box including a mock card, was originally due to lodge mid-March but we talked the client into waiting a while so we could mail it to coincide with the actual blue moon at the end of March 2010.

Direct advertisment created by Ogilvy, Australia for American Express, within the category: Finance.

There must be a blue moon tonight.
The Platinum Card. With an introductory offer you’ll rarely see – just $450 for your first year.

Advertising Agency: OgilvyOne, Sydney, Australia
Creative Director: Matt Andrews
Art Director: Brenton Bleechmore
Copywriter: Jon Tompkin
Illustrator: Brenton Bleechmore

Comments (4)

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Guest's picture

photography is the best thing here

advert2ad's picture
Activity Score 237

Ogilvy did much better concepts for American Express.
Good Execution.


Guest's picture

Interesting, I hope there's something in the copy to let them know there ACTUALLY is a blue moon that night. Clever I suppose.

mohanavishwa's picture
Activity Score 11

Excellent Idea