Challenge: "So nice. So easy. So very rewarding. I deserve it, The Gold Card from American Express." This is what American Express wanted its customers to feel about the card. But this is not exactly how it is, mostly because those who are not customers do not know about the benefits, such as a loyalty programme.

With the banners, we wanted future customers to discover American Express benefits, and apply on-line.

Idea: The Concept was "This is not a…" We wanted a "things that money can’t buy" feeling, and by using Flash we painted dreamlike landscapes/scenery by using unusual animations.