Creativity

Amex: Small Business Saturday -- Cannes 2012 Direct/Promo Grand Prix

A boost for small business.

Published on Jun 18, 2012

Editor's Pick

After Black Friday, now comes Small Business Saturday. AmEx's Small Business Saturday (winner of the promo & activation Grand Prix at Cannes 2012) provided a boost to small businesses by inventing a new shopping holiday dedicated to them during the all-important Thanksgiving weekend. The campaign, developed by CP+B and Digitas, saw AmEx give small stores around America a digital toolkit to help them participate in the day, with instructions on how to build special Facebook pages, YouTube video ads and Foursquare deals enticing shoppers back onto Main Street. The idea really took off when President Obama get behind it, taking his daughters to a bookstore near the White House and tweeting about it. You can read more about the effort and the judging in our Cannes 2012 coverage.

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Credits

Date
Jun 18, 2012
Agency:
Crispin Porter + Bogusky
Chief Creative Officer:
Rob Reilly
Client:
Amex
Agency:
Digitas
Chief Creative Officer:
Jeff Benjamin
Chief Creative Officer:
Lincoln Bjorkman
ECD/Production:
Mark Taylor
Creative Director:
Allen Richardson
Interactive Creative Director:
Dan Lignon
Art Director:
Daniel Burke
Art Director:
Rochelle Rais
Art Director:
Mike Blanch
Art Director:
Josh Gross
Art Director:
Laura Potsic
Copywriter:
Kelly McCormick
Copywriter:
Adrian Alexander
Copywriter:
Jens McNaughton
Director/Cognitive Anthropology:
Kaylin Goldstein
Director/Cognitive Anthropology:
Andrew Teagle
EVP/Creative:
Matt D'Ercole
SVP/Creative:
Atit Shah
Executive Vice President of Marketing:
Mark Kiernan
VP/Director/Marketing:
Roger Box
Associate Marketing Director:
Alex Jacobs
VP/Group Director/Media:
Chris Kindt
VP/Director/Media:
Wade Rifkin
Managing Director:
Robert Rakowitz
Associate Media Director:
Seth Spievogal
Media Manager:
Leela Ramdeen
Senior Vice President:
Matt Hantz
Principal:
Shaunn D'Alessandro
Creative Director:
Tom Miller

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