Create a service dedicated to the growth and success of small business owners. Call it OPEN. Because when banks and other financial institutions are closed (both literally and metaphorically) to helping these ambitious people, American Express would literally be OPEN – to the realities of how, when and where small business wants to do business. These outdoor posters are part of a huge and integrated launch campaign. They are intended to seed the idea of OPEN and solicit inquiries and new customer acquisitions. Like each communication in this campaign, they portray an acute sensitivity to the realities of what it takes to create and build your own business.

Launched in January 2002, this entire campaign achieved awareness levels of nearly 60% by the end of the year and the direct marketing activity increased card acquisition by 12%.