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American Express breaks You Do You campaign

American Express Canada has begun a new marketing campaign called "You Do You" to promote the introduction of its new "Cobalt" credit card. The campaign is aimed primarily at millennial-aged consumers and features chef and television personality Gordon Ramsay. The effort includes out-of-home and experiential marketing as well as online video, social media and influencer components. It is intended to convey that the card allows users to receive loyalty points for doing what they were already doing in their lives. The launch campaign will also make use of a temporary restaurant called The Cobalt Social. It will operate in Toronto's Kensington Market neighbourhood for one week beginning Sept. 26.

"We are really embracing the idea of 'You Do You' to provide a marketing experience that meets the audience in a way that will resonate with them," said David Barnes, vice-president of advertising and communications at American Express Canada. "We've always been a brand that provides card members an elevated experience when it comes to food, travel and entertainment, and we're excited to launch a product that brings all of this together for a new generation."

The campaign was developed by Ogilvy. Media work is being handled by Mindshare Canada. Social content production is being managed by Notch Video. North Strategic is conducting public and influencer relations. BTA is managing the experiential components.

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