American Express has launched a new creative platform to celebrate its three-year principal partnership with the Sydney Gay and Lesbian Mardi Gras and the upcoming Sydney World Pride in 2023.
The “Express Yourself” platform was created by dentsuMB and celebrates the importance of self-expression across the LGBTQIA+ community and beyond.
Research shows discrimination, family rejection, harassment and fear of violence leads to disproportionate levels of poor mental health and higher suicide rates. This launch campaign urges everyone to come out and celebrate who they truly are, with no reservations.
Stephen Maoudis, co-lead of the Pride+ Colleague network at American Express, said, “American Express is a proud supporter of diversity, equality and inclusivity. We believe that all people should be able to express themselves openly and freely, just as LGBTQIA+ employees do at American Express.”
“Express Yourself” launched on social media with members of the LGBTQIA+ community revealing their first true moments of self-expression, with social creative and production led by Jack Nimble.
This coincided with the launch of the inaugural American Express My First Mardi Gras Community Program, which provides backing to people in the community with limited access to the festival, bringing them to Mardi Gras for a once in a lifetime experience. LGBTQIA+ activist and fashion stylist, Deni Todorovič is the official ambassador of the program.
Naysla Edwards, vice president of brand, charge cards and member experience at American Express added, “At American Express we resolutely believe that everyone should have the right to express their authentic selves without fear or discrimination, and that belonging is only achieved when we value, respect and include others.
“We are proud to launch “Express Yourself” as a call to arms to respect and celebrate our differences and to encourage authentic self-expression among all.”
Social and outdoor advertising featuring a vibrant range of the community truly being themselves will feature heavily throughout the festival period. Music legend, Vanessa Amorosi will also take to the stage under the “Express Yourself” banner on Mardi Gras Parade Night.
Hayley Olsson, head of production at Jack Nimble, added, “We are super proud to help American Express launch “Express Yourself” on social. We felt privileged to have people from the LGBTQIA+ community share their personal stories of self-expression with us, and honoured to help bring them to life. The stories are beautiful, and they brought many happy tears to my eyes!”
Will Edwards, CD at dentsuMB said: “”Express Yourself” strikes a chord with me personally. Accepting yourself and being able to fully express who you are, has a huge impact on a person both mentally and physically.
“While the Sydney Gay and Lesbian Mardi Gras has grown into this beautiful celebration of self-expression, there’s still a way to go before the LGBTQIA+ community feels safe, secure and proud to be themselves in all aspects of their lives”
Credits
Client: American Express
VP of Brand, Charge & Experience: Naysla Edwards
Director of Brand & Experience: Lisa Halloran
Experience Marketing Manager: Emma Mallinson
Brand Manager: Sarah Jane Wickham
Assistant Brand Manager: Eloise Armstrong
Brand Coordinator: Naomi Fong
Experience Assistant Manager: Matt Kennewell
Co-Lead Pride Colleague Network: Stuart Mark Milne
Co-Lead Pride Colleague Network: Stephen A Maoudis
Pride Colleague Network: Jordan Brett Thompson
Project Coordinator: Kate Barr
Experience Assistant Manager: Lisa Nicholls
Director of Communication: Jane E Drew
Communication Manager: Sarah Bullen
Social Media Director: Nick Henderson
Social Media Manager: Melanie Vaz
Membership Marketing Manager: Elise Annemieke Beattie
Assistant Membership Marketing Manager: Lucy Catherine Redmond
Customer Marketing: Laura Disibio
Marketing Manager: Amanda Willmott
Photographers: Monica Pronk, Waded and Andrea Francolini
Creative: dentsuMB
Creative Director: Will Edwards
Associate Creative Director: Jackson Long
Senior Art Director: Leisa Ilander
Associate Creative Director: Daniel Miller
Group Account Director: Bethany Ryan
Account Director: Annie Millar
Senior Brand Strategist: Phil Johnston
Head of Design: John Fairley
National Production Lead: Lauren Reilly
Marketing Project and Production Manager: Fabiana De Abreu
Senior Finished Artist and Designer: Alannah Rados
Social Creative & Production: Jack Nimble
Executive Creative Director – Adam Wise
Head of Social – James Mcinnes
Head of Production – Hayley Olsson
Content Manager – Imogen Wirth
Senior Creative – Callam Hanks
Junior Creative – Marcus Fisher
Director – Hannah Lehmann
DOP – Sejon Im
Cam Assist – Sandy McLennan
Gaffer – Richard Hawkins
Sound Recordist – Nathan Bell
Production Assistant – Josh Mullane
Photographer – Mikey Whyte
Photographer’s Assistant – Jason Winston
Editor – Pete Ward
Graphics – Drew Meier & Aimee Kubo
PR: Ogilvy PR
Chief Growth Officer: Ant Kelaher
Client Partner: Ellie Thomas
Client Partner: Cody Desmond
Experiential: Studio Messa
Project Lead: Jason Alexander, Senior Producer
Managing Director: Peter Pengly,
Director of Events: Sandra Sabatini
Art Director: Jessica Ticchio
Lead Designer: Bridgette O’Brien
Lead Designer: Jessica Eisenhauer
Event Coordinator: Rashna Krishnan
Media: UM & Reprise
Senior Client Director: Rachel Campbell
Planning Director: Sian Campling
Performance Director: Justine Cristini
Performance Manager: Tanzi Kamila
Digital Coordinator: Ashley Luck
