Amex ZA Graphic Arts Challenge
As a continuation of the “Always Welcome” artist series that American Express ran elsewhere in the world, the Amex ZA Graphic Arts Challenge was a way for American Express to engage with the local creative community, and also create unique point-of-purchase signage that South Africans could identify with.
Graphic artists, illustrators, and designers were invited to create artwork based on the theme, “the vibrant African marketplace – everyone is welcome”. The winning artworks are featured on new marketing materials for businesses that welcome American Express Cards in South Africa. Merchants/store owners request the signs and stickers they like best, and display them in the store.
The brief
American Express tasked Breinstorm Brand Architects (BBA) with conceptualising and heading the campaign and execution of the Amex ZA Graphic Arts Challenge. This entailed naming the competition, designing the campaign rollout on the website, overseeing registration and entry mechanisms, designing a social media look and feel, and setting up a content calendar and writing press releases. In addition, the winning artworks were displayed at the Keyes Art Mile in Johannesburg, an exhibition that BBA conceptualised and managed. The project was run and organised by Nedbank, the authorised card issuer and merchant acquirer of American Express in South Africa.
The transformation
The vibrant African marketplace, everyone’s welcome
American Express brand activation at Keyes Art Mile
A permanent mural in the Keyes Art Mile on the side of the building with one of the winning works was the perfect opportunity for Amex as a longer-term legacy. The winning works were also exhibited inside the Keyes Art Mile.
First Thursdays brand activation
Participants could let their creativity run wild and join American Express for a Night of 1000 Drawings Doodle Sessions at Keyes Art Mile as part of First Thursdays, and draw inspiration from the Amex Graphic Arts exhibition.
Campaign
BBA conceptualised and designed the campaign that was used in social media, print media and paid media.
Amex ZA Graphic Arts Challenge Winners
Amex ZA Graphic Arts Challenge Finalists
“What an amazing event! We are so thrilled with how it went, thanks for a flawless execution and launch.”
- Sarah Yee, Manager, Bank Partnerships, American Express
The validation of purpose
>550
Entries received
92
Artists exhibited at the Keyes Art Mile for 6 weeks
2 736
Artists registered to enter