Cannes Lions

Psychology of Change


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In a B2B world of rational business advice, the Psychology of Change is designed to give business owners the one thing they need to really thrive. Confidence in themselves.

American Express partnered with social psychologist, Patrycja Slawuta, to create a program to help business leaders of all kinds better see their strengths and blind spots. The experience is designed to help participants confidently adapt to whatever challenges come their way


We designed a program that began with a simple quiz but ultimately led to a place of emotional self-awareness.

We leveraged a partnership with CNN to help activate our audience across display and social, and curated personalized experiences on Amex’s own content engine, OPEN Forum. After identifying their leadership style, we served up bespoke content tailored to the specific mindsets of different types of leaders. ‘Style’ guides highlighted their inclinations and ways to break free from habits. Meditation podcasts helped them overcome mental /behavioral blocks that were inhibiting adaptability. And worksheets helped them illicit feedback from their teams. Finally we put 4 top business leaders face to face with their pasts, letting them hear the feedback they craved from their employees and co-workers and we captured the raw emotion that ensued


With over 70MM impressions served, we efficiently targeted business owners/decision makers across CNN, LinkedIn, Facebook, Twitter and YouTube, driving 160k landings.

Our target audience was also highly engaged with the video – on average people consumed 2+ minutes of the card member video – we drove over 9 million video views, and saw an 85% completion rate of the persona quiz.

What’s more is that we increased consideration of American Express OPEN by 15% -- further building the perception that American Express delivers on business needs.

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Essential Thanks

DENTSU, Auckland

Essential Thanks

2021, ASB

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