AMERICAN EXPRESS – SHOP SMALL
The challenge
Encourage people across the UK to support struggling high streets by shopping small – without resorting to guilt or instruction.
The idea
Reframe shopping small as a human need, not a moral one. While big chains and online shopping offer convenience, they often lack connection. Local high streets offer something richer – community, familiarity and wellbeing.
The work
A national campaign across TV, radio, OOH, print and ambient media that celebrated the emotional value of shopping small, reminding people that supporting local businesses also means supporting human connection.
Role
Senior Creative Team – idea development and campaign creative.
