Lead creative
A lot of people had heard about the black Amex Card you have to be invited to join, but few had seen it.
To highlight the tantalising and illusive mythology surrounding the card, we created a hologram of it embedded in glass for the invitation. This was backed up by examples of its extraordinary level of service. Members were invited to add to the legend.
The actual cards and privileges book were hand delivered in a multi-tiered black box.
The take up rate was over 95% and the concept was rolled out in markets outside Europe.