AvenueOne launches Asian Amex work

Singapore - AvenueOne, a Singapore-based communications agency, has helped American Express reintroduce the Maybank AMEX Gold Card in Malaysia, and unveil the ICICI Bank AMEX Ascent Credit Card in India.

For Malaysia, the challenge was to reintroduce the Gold Card in a saturated credit card market with a focus on 'the fastest way to earn rewards all year round'. The creative executions showed the hero product with a speed blur that also blended a suite of key benefits in the light trail behind it. Executions were through-the-line from press to outdoor to below-the-line solutions.

In India, the wing motif on the card face gave rise to the tagline 'poised to soar', and a resultant design element that echoed the wing motif in other luxury scenarios, such as premium travel, high-end fashion, and gourmet cuisine. The entire project kicked off via a full range of communications solutions that included four different print executions.