How do you get across a message of ultra-exclusivity? Amex in Argentina did it by creating a movie that only its Platinum cardholders got to see--and then destroyed it, ensuring that no-one else would see again it ever.
The company and agency Ogilvy Buenos Aires worked with Spanish film director and screenwriter Ãlex de la Iglesia to create a short film called "Once in a Lifetime" that was screened at an exclusive premiere for Platinum clients only. Clients that couldn't attend could follow it via streaming, logging in with their Platinum cards numbers.
The film was promoted with a outdoor and digital campaign ahead of the event; however, at the event it was revealed that once the film was over, it would never be seen again. As seen in the video here, Iglesia (who's also a Platinum card holder himself) destroyed the only copy of the film in front of the live audience, dramatically dropping the laptop containing it into a tank of water.
According to the agency, the stunt caused a buzz on social media--taking it beyond the audience who actually saw the movie.