Create a new credit card. Call it Blue. Make it feel different. Make it feel cool, innovative, something I've never seen from American Express, whom I've always associated with corporate America. Design the card to look sleek, modern, impossible not to want. Design the offering to provide more benefits and features than I would expect from a revolving credit card, including a smart chip. Communicate all this in a fun, informative and fast-moving DRTV spot that encourages our young target to apply.

The 'Best of Blue' DRTV spot achieved conversion rates of nearly 70% and has impressed the client as a model of contemporary DRTV-making.