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American Express OPEN

ABA11 Winner / How to Enter

Company: American Express OPEN, New York, NY
Entry Submitted By: Crispin Porter + Bogusky
Company Description: American Express OPEN is the leading payment card issuer for small businesses in the United States and supports business owners with products and services to help them run and grow their businesses. Learn more at www.OPEN.com. American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success.
Nomination Category: Video Awards Categories
Nomination Sub Category: Sales: Product Sales

Nomination Title: Reveille

    The date on which this nominated production was first distributed or otherwise made public:

        11.15.10

    Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words). Include here the URL for an online version of your production if applicable. IMPORTANT: begin the URL with http://, and enclose the URL in square brackets - for example, [http://www.yourwebsite.com/link.html]:

        First, in 2008, came the Great Recession. Then in 2010, just when things were
turning around, came worries of a double dip. But through it all, some owners
were successful, through innovative strategies and trying new angles. And many
did it using tools from American Express OPEN. In short, they were “Booming.”

        We wanted to inspire other owners to do the same. So we launched with a wake-up
call to small business using “Reveille” as a rallying cry.

        After the campaign broke, visits to open.com were up by almost 20% and new
Cardmembers were up by over 30%.

        http://rockymountaintech.org/pages/amex_reveille.html

    List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

CLIENT: American Express OPEN
ADVERTISING AGENCY:         CP+B
CHIEF CREATIVE OFFICERS:  Andrew Keller / Rob Reilly
GROUP CREATIVE DIRECTOR:             Mark Taylor
CREATIVE DIRECTOR(s):        Tom Miller, DJ Pierce
ASSOCIATE CREATIVE DIRECTOR(s): Allen Richardson / DJ Pierce
ART DIRECTOR(s):    Dawn Yemma, Todd Grant
COPYWRITER(s):       Allen Richardson, Kent Carmichael
PRODUCTION COMPANY & CITY:      Prettybird US
DIRECTOR:  Max Malkin
EXECUTIVE PRODUCER (PRODUCTION CO): Paul Hunter, Kerstin Emhoff, William Green
PRODUCER (PRODUCTION CO):         Pedro De Oliveira
INTERGRATED PRODUCER:  Aymi Beltramo
DIRECTOR OF PHOTOGRAPHY:           Max Malkin
POST PRODUCTION & CITY: Method Studios
EDITORIAL COMPANY & CITY:             Rock Papers Scissors
EDITOR:        Damion Clayton
ASSISTANT EDITOR:                Ryan Delk
MUSIC COMPANY & CITY:    Beacon Street Studios
MUSIC & CELEBRITY TALENT EXECUTIVE:       Bill Meadows
LEAD COMPOSER:    Wensen Ho
COMPOSER:               Andrew Feltenstein, John Nau
SOUND DESIGN COMPANY & CITY:  Machine Head
SOUND DESIGNER:  Stephen Dewey
SOUND DESIGN ENGINEER: Kip Smedley
ANIMATION COMPANY & CITY:         Buck
CONTENT MANAGEMENT SUPERVISOR:       Tammie De Grasse - Cabrera
CONTENT SUPERVISOR:        Mike Appezzato
CONTENT MANAGER:            Rachel Steiker
ASSISTANT CONTENT MANAGER:     Tucker McCormick
COGNITIVE ANTHROPOLOGIST:        Kaylin Goldstein