Amex made an exclusive short film for customers, then destroyed it

Only its Platinum cardholders got to see movie by director Álex de la Iglesia

By Alexandra Jardine. Published on Jun 13, 2018

Editor's Pick

How do you get across a message of ultra-exclusivity? Amex in Argentina did it by creating a movie that only its Platinum cardholders got to see--and then destroyed it, ensuring that no-one else would see again it ever.

The company and agency Ogilvy Buenos Aires worked with Spanish film director and screenwriter Álex de la Iglesia to create a short film called "Once in a Lifetime" that was screened at an exclusive premiere for Platinum clients only. Clients that couldn't attend could follow it via streaming, logging in with their Platinum cards numbers.

The film was promoted with a outdoor and digital campaign ahead of the event; however, at the event it was revealed that once the film was over, it would never be seen again. As seen in the video here, Iglesia (who's also a Platinum card holder himself) destroyed the only copy of the film in front of the live audience, dramatically dropping the laptop containing it into a tank of water.

According to the agency, the stunt caused a buzz on social media--taking it beyond the audience who actually saw the movie.

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Jun 13, 2018
American Express
Ogilvy Argentina
Executive Creative Director:
Maximiliano Maddalena
Creative Director:
Alejandro Blanc
Creative Director:
Sebastian Graccioli
Art Director:
Nicolas Corvino Rius
Art Director:
Gonzalo Juri
Juan Manuel Fombella
Luis Gutierrez Araque
Juan Lagos
Alejandra Corzo
Production House:
Oruga Cine
Production House:
Pokeepsie Films

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