JONATHAN KOFFLER

AMERICAN EXPRESS
MY LIFE. MY CARD.
American Express was about to do something they had never been done before, sell their name. For the first time they were going to allow banks to issue American Express cards. This would mean a massive proliferation of cards and less control over marketing. For an aspirational brand built on a sense of exclusivity and integrity it was a huge risk. Our job was to make it like it never happened. My Life My Card not only did that it helped achieve the highest brand perception ratings ever.

Laird Hamilton

Larry David.

Membership Moments

John McEnroe

Google Instant
We did this to introduce Google Instant, where results appear as you type. It was a major shift in the user experience so it was very important that it feel exciting and revolutionary but not intimidating.

For the Search On campaign a UGC tool was created where users could create their own Search Stories. We made this video with Christoph Nieman to support it.

ALLY BANK
NO NONSENSE. JUST PEOPLE SENSE
In 2010 Ally Bank had some challenges in front of it. It was new bank in a time when nobody liked banks. It had to define itself in a time when nobody wanted to hear from banks. And it had to quickly get deposits in a time when people didn’t trust banks. What it had going for it was that it truly was a different kind of bank. Our job was to get people to know that, believe it and then trust us with their money. There are many pieces to what we did but the key though everything is the if we didn’t talk like a bank or act like a bank people might listen. The work has been a huge success on every measurable level including a 30% jump in awareness.

TRIBECA FILM FESTIVAL
Started as way to reinvigorate downtown post 9/11, Tribeca Film Festival needed a new purpose. The idea was to make it a Film Festival for the city and not just downtown. To support that they were going to be expanding to showings at theaters all across the city. It meant getting a much wider audience to know them and more directly - a lot more seats to fill. This campaign filled those seats and more helping Tribeca to its most successful year ever. A year in which TFF established itself as the pre-eminent film festival in New York City.

BREAKFAST IS BACK
In their long history there were few things in the breakfast world that Kellog’s had not done. One of them was marketing directly to teenagers and young adults. It was believed that this was not market that would buy cereal. And traditionally it didn’t. This campaign bucked that and some other cereal traditions and helped Kellogg’s to their most successful product introduction ever.

American Express cardmember’s have historically been male dominated. We wanted to even the scales some so led by this initiative with Diane Von Furstenberg American Express became very fashion conscious. In addition to the advertising, American Express rallied with DVF events and a big presence at fashion week.

A post-show exclusive for Cardmembers.
 

Diane Von Furstenberg created a design only for Cardmembers.

BWVAKTBOOM
PETA’s most viewed ad ever. It was 3rd most viral video charity campaign of 2012.

This was the introduction of what has become a major initiative for American Express. A central theme for American Express is empowering their cardmembers. We wanted to extend that by empowering them to do good as well. The idea was to put cardmember’s in complete control of the causes they wanted American Express to support. First the commercial introduced our ‘Regular Guy’ and communicated that even thought he wasn’t a celebrity he, too had important and deserving causes. Once established he was used on the microsite and digital to inform and recruit other cardmembers. At that time Member’s Project was the most successful charitable endeavor for American Express.

Their first campaign ever to target men. This campaign went on for many years but these were some the ads that started it.

Moving the Ball Forward