HAVE YOU SEEN MY MOJO?
In its twelfth year as sponsor of the US Open tennis championships, Amex wanted to remind fans that it was tournament time in and unexpected way.
The campaign centered on tennis star Andy Roddick and, to a somewhat greater extent, his adventurous alter ego -- his Mojo. In the amusing televised opener (created by Ogilvy), Andy's Mojo, eager to live it up in the Big Apple, separates from Roddick's body in the middle of night -- and takes his Amex Card along for the ride.
Launch the experience
Role: Art Director
Users who want to see the adventures unfold were driven to AndysMojo.com, the exclusive showcase of the conclusion spot. In addition to presenting Andy's Mojo video content, the site features interactive remnants of the Mojo's escapades around NYC. Through these elements, viewers are both entertained and educated on the distinctive dining, entertainment, and travel advantages of the American Express Card.
Fun fact: After being a favorite to win the tournament, Andy Roddick lost in the first round. Adweek had something to say about that.
Through rich animation sequences, cleverly placed video vignettes, and a dynamic pan-and-zoom navigation, users were drawn into the world of Mojo and in turn, the world of American Express.
Easter eggs were left around the site, such as a phone number where you could hear messages left by fans of the Mojo.
