In a new television spot, Martin Scorsese directs Andre Agassi, Sheryl Crow, Ellen DeGeneres, Alicia Keys and Shaun White in a unique online initiative called The Members Project that enables American Express Cardmembers to come together as a community by submitting and sharing their project ideas for making a positive impact in the world. The spot features the celebrity cardmembers sharing their ideas on how to make a positive impact in the world. Scorsese even makes a special cameo from behind the camera.
The Members Project, which is a part of American Express’ new brand campaign, “Are You a Cardmember,” highlights the value of being a cardmember and part of the American Express Cardmember community. It provides a forum for cardmembers to rate and discuss project ideas on message boards. Ultimately the community will vote and choose one innovative winning idea that American Express will help bring to life with up to $5 million.
According to the press release:
“Our Cardmembers make up a unique community — one that is highly engaged and passionate — and we know that they care about the world around them,” said Jud Linville, president of American Express Consumer Card Services Group. “Through the unique experience of The Members Project, our community of Cardmembers is pulling together and collectively shaking up the world just a little bit to do some good.”
In a time when green suspicions run high when any big corporation launches a new green or cause related initiative, American Express seems to be sticking to its values and giving the power to the people in this new campaign with the star power to support it.