AmEx Plays 20 Questions

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As O&M CD Kevin Amter explains of this elaborate international print and outdoor work, which features the portraiture of Annie Leibovitz, "One of the goals is to give people a glimpse into the lives of some extraordinary American Express Cardmembers. So we created a uniform questionnaire, sent a blank version of it to each and asked them to fill it out." And so they did, though "a calligrapher was hired to clean up certain things," Amter notes. "But for the most part it's the individual's handwriting. Over time, we felt readers would be familiar with the questions and anticipate potential answers, only to be surprised by the ones given." Seen here, in what is probably the single most artsy image in the series, is Japanese actor Ken Watanabe. "The campaign's look is premium and clean, yet approachable," continues Amter. "We split the pages and linked them with a white border, which lets Annie's portraits breathe and speak as well as letting the uniqueness of the handwriting stand out. It creates a natural balance between the two."

Client: American Express Agency: O&M, N.Y. CCO: David Apicella CD: Kevin Amter GCDs: Chris Mitton, Terry Finley CW: Kate McCagg AD: Kate Wilentz Photographer: Annie Leibovitz Calligrapher: Iskra

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