American Express has been a symbol of success for half a century. But today, the definition of success has changed: a new generation is focused on pursuing passions, not possessions. To prove our commitment to these modern-day makers & creators, American Express launched the #PassionProject.
It began in vibrant online communities like Reddit & Instagram. There, we uncovered exciting projects in progress and deployed the tools of American Express to help them along the way. From trailer renovators to pizza anthropologists, no project was off-limits. Together, we accomplished amazing things, and as we did, progress was posted across the web. Our content even inspired people to share their own projects, so we invited them in through a social contest that kick-started ten projects a month.
The #PassionProject wasn’t just storytelling, it was story making. We showed this new generation firsthand that American Express could help them achieve success, no matter how they define it.