American Express is the founding sponsor of the Tribeca Film Festival, which celebrated their fifth anniversary last year. The goal was to drive national awareness of the Festival in order to help extend TFF’s presence beyond the local level. With this in mind, Digitas wanted to develop a new, AMEX-driven initiative that could exist as part of the bigger TFF sponsorship, rather than just adding the AMEX sponsorship logo to all existing TFF initiatives. The result was the 15-Second CLIPS Competition: a programme developed to drive engagement and consumer dialogue, creating a natural integration point between American Express and TFF.