American Express Members Project: American Express
In 2010, American Express focused its Members Project campaign on the theme “The Smallest of Steps Can Make a Big Difference”. It provided consumers with easy ways to vote on how the company should award contributions, volunteer or donate. It launched the campaign with television ads on the 2010 Academy Awards broadcast featuring Yvon Chouinard, founder of Patagonia, and Geoffrey Canada, founder of the Harlem Children’s Zone, two people whose immense social impacts started with small steps.
Judges applauded the inspirational feel of the Members Project videos. Presenting small ideas that made a big impact via these artful and sometimes-humorous videos worked for this viewing audience.
