Amex EveryDay Credit Card Members who use the card 20 or more times on purchases in a billing cycle can earn 20% extra Membership Rewards points. The creative served to bring this to life by ending all communications with, 'What’s your 20?'

Everyone’s ‘20’ is different and shows us who they are. The advertising, highlights Tina Fey’s 20. We worked closely to learn what her 20 are, and bring them to life in an engaging and humorous way that speaks to the target.

The creative presents American Express in a new, more inclusive light, without losing the brand’s aspirational quality.

The spots launched on Oscar night urging viewers to engage through #EveryDayMoments:

- BrandAds Effectiveness Study: Amex was the most effective advertiser during the show yielding a 61.74% increase in likelihood to purchase. (Source: Wall Street Journal: Oscars Ad Effectiveness Study Reveals American Express Aired Most Effective Ad March 4, 2014).

- 1.5 million engagements. Amex was 6th most discussed brand in social on Oscar night (Source: Brand Ads. Wall Street Journal: March 4, 2014

- Recognized by reporter Stuart Elliott with best cinematography among Advertisers.

(Source: Selfies, Pizza & Promoting Brands at Oscars. New York Times. March 3, 2014.