American Express

American Express


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 and creators, American Express launched the #PassionProject. This was more than a campaign; the #PassionProject was a committed team at American Express with a single mission: enable the dreams of this new generation.

Our activities began in vibrant online communities like Reddit and Instagram, where we uncovered exciting projects people were involved in and deployed the resource of American Express. Benefits, partnerships, services—we applied 50 years worth of experience to propel each project forward. From cartoonists to drone makers, no project was off-limits.


Together, we accomplished amazing things. By sharing our progress as we went, our content inspired people to share their own projects – with a social contest kick-starting ten projects a month. We had a 365% uplift in social views and even made the front page of Reddit – a notoriously discerning audience.

The #PassionProject showed this new generation firsthand that American Express can help them achieve success, no matter how they define it, with the projects we featured creating jobs in Detroit, digging wells in Africa, and launching careers.