Summer in the UK is a little bit... different. We were tasked with creating a memorable full-scale campaign

that called attention to Amex's presence at iconic UK summer events such as Wimbledon, the F1 British Grand Prix,

and more. We used a bit of cheeky humor to connect the idiosyncrasies of British summertime to the ways that Amex enables Card Members to do summer differently and enjoy more of what they love about the season.

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The campaign was immensely successful, with +25% higher ad recall lifts vs. 2024, +13% social engagement, and the highest search interest in 5+ years during peak experiential moments.