American Express NY Fashion Week Sep. 2013

CHALLENGE

Revitalize the American Express Card Member Only (CMO) Show. The CMO Show traditionally features a designer re-presenting the collection they just unveiled earlier in the week or focuses on the current collection available at retail.

INSIGHT

As fashion week has evolved from an industry tradeshow into a pop-culture moment, Card Members want to be a part of the larger conversation and get as close to the exclusive industry show as possible.

SOLUTION

Invite American Express Card Members to Lincoln Center and, for the first time ever, bring the industry show directly to them, giving them unprecedented access. Those unable to attend can experience the event via livestream.


Card Members arrive at Lincoln Center and check-in to "The Box," a private lounge where they enjoyed a cocktail reception and an exclusive livestream screening.

Card Members arrive at Lincoln Center and check-in to "The Box," a private lounge where they enjoyed a cocktail reception and an exclusive livestream screening.

Janelle Monáe and her 10-piece band kicked off the event with a live performance from the runway that ran the duration of the show.

Janelle Monáe and her 10-piece band kicked off the event with a live performance from the runway that ran the duration of the show.

Models walked the runway wearing Rebecca Minkoff's Spring 2014 collection.

Models walked the runway wearing Rebecca Minkoff's Spring 2014 collection.

The vibrant collection, inspired by Latin American folk-art and culture, featured bright colors and bold, floral and geometric patterns.

The vibrant collection, inspired by Latin American folk-art and culture, featured bright colors and bold, floral and geometric patterns.

Card Members were able to view the show in its entirety – seeing the new collection at the same time as the industry.

Card Members were able to view the show in its entirety – seeing the new collection at the same time as the industry.

The livestream continued once the show ended when the cameras went backstage, following the models as they left the runway...

The livestream continued once the show ended when the cameras went backstage, following the models as they left the runway...

...and entered "The Box," giving Card Members an extended and private viewing of the collection.

...and entered "The Box," giving Card Members an extended and private viewing of the collection.

Janelle Monáe joined as well, performing an additional set, exclusively for guests.

Janelle Monáe joined as well, performing an additional set, exclusively for guests.

Finally, Kelly Osbourne invited Rebecca Minkoff on stage for an intimate Q&A session. The entire post-show event was also livestreamed.

Finally, Kelly Osbourne invited Rebecca Minkoff on stage for an intimate Q&A session. The entire post-show event was also livestreamed.

The pairing of a prominent designer, talented musician and celebrity host created a premium and memorable experience for the guests, as well as exclusive and engaging content for those watching at home.

The pairing of a prominent designer, talented musician and celebrity host created a premium and memorable experience for the guests, as well as exclusive and engaging content for those watching at home.


CLIENT: American Express
AGENCY: Momentum Worldwide (in collaboration with Digitas)
CREATIVE DIRECTOR: Ward Williams
ART DIRECTOR: Natasha Sokulski & Kyle Mahan