American Express launches new creative platform via DentsuMB

American Express, which was named Presenting Partner of the Sydney Gay and Lesbian Mardi Gras (Mardi Gras) last year, has launched a social and out-of-home (OOH) campaign on the new “Express Yourself” creative platform created by Dentsu Mcgarrybowen ( DentsuMB).

Following the launch of American Express’ first Mardi Gras community program earlier this week, the campaign aims to highlight the importance of self-expression in the LGBTQIA+ community and encourage the celebration of who people are.

In one of the social spots, LGBTQIA+ activist and fashion designer Deni Todorovič talks about her experience on finding love.

Stephen Maoudis, Co-Head of American Express’ Pride+ Colleague Network, said, “American Express is a proud supporter of diversity, equality and inclusiveness. We believe everyone should be able to express themselves openly and freely, just like LGBTQIA+ employees at American Express.


Naysla Edwards, Vice President of Brand, Payment Cards and Member Experience at American Express, said, “At American Express, we believe strongly that everyone should have the right to express themselves authentically without fear or discrimination, and that belonging is only achieved when we appreciate, respect and include others. We are proud to issue ‘Express Yourself’ as a call to arms to respect and celebrate our differences and to encourage authentic self-expression among all. »

Jack Nimble, Head of Production, Hayley Olsson, added: “We are very proud to help American Express launch ‘Express Yourself’ on social media. We felt privileged to have people from the LGBTQIA+ community share their personal stories of self-expression with us, and honored to help them bring them to life. The stories are beautiful and they brought many tears of joy to me!

DentsuMB Creative Director, Will Edwards, said, “Express Yourself touches me personally. Accepting yourself and being able to fully express who you are has a huge impact on a person both mentally and physically. While the Sydney Gay and Lesbian Mardi Gras has become this beautiful celebration of self-expression, there is still a long way to go before the LGBTQIA+ community feels safe and proud to be themselves in all aspects. of his life.

Some advantages of the campaign

Mardi Gras is tomorrow, Saturday March 5th.


Creative: dentsuMB

Creative Director: Will Edwards

Associate Creative Director: Jackson Long

Lead Art Director: Leisa Ilander

Associate Creative Director: Daniel Miller

Group Account Manager: Bethany Ryan

Account Manager: Annie Millar

Senior Brand Strategist: Phil Johnston

Design Lead: John Fairley

National Production Manager: Lauren Reilly

Marketing and production project manager: Fabiana De Abreu

Senior Finished Artist and Designer: Alannah Rados

Social creation and production: Jack Nimble

Executive Creative Director – Adam Wise

Social Officer – James Mcinnes

Production Manager – Hayley Olsson
Content Manager – Imogen Wirth
Senior Creation – Callam Hanks
Junior Creation – Marcus Fisher

Director – Hannah Lehmann
Director of Photography – Sejon Im
Camera Assist – Sandy McLennan
Blunderer – Richard Hawkins
Sound engineer – Nathan Bell
Production Assistant – Josh Mullane
Photographer – Mikey Whyte

Assistant Photographer – Jason Winston

Editor – Pete Ward
Graphics – Drew Meier & Aimee Kubo

PR: Ogilvy PR

Director of Growth: Ant Kelaher

Client Partner: Ellie Thomas

Client Partner: Cody Desmond

Experiential: Studio Messa

Project Manager: Jason Alexander, Senior Producer

Managing Director: Peter Pengly,

Events Director: Sandra Sabatini

Artistic Director: Jessica Ticchio

Lead Designer: Bridgette O’Brien

Lead Designer: Jessica Eisenhauer

Event Coordinator: Rashna Krishnan

Media: UM & Reprise

Senior Client Director: Rachel Campbell

Planning Director: Sian Campling

Director: Justine Cristini

Performance Manager: Tanzi Kamila

Digital Coordinator: Ashley Luck

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