#EXPRESSTHANKS
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NATIONAL EMPLOYEE APPRECIATION DAY
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#EXPRESSTHANKS
🧋
NATIONAL EMPLOYEE APPRECIATION DAY
🥐
#EXPRESSTHANKS ☕ NATIONAL EMPLOYEE APPRECIATION DAY 💳 #EXPRESSTHANKS 🧋 NATIONAL EMPLOYEE APPRECIATION DAY 🥐
FREE COFFEE.
FULL HEARTS.
FOREVER GRATEFUL.
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Rooted in pay equality, respect & wellbeing, #EXPRESSTHANKS turned recognition from a corporate chore into a meaningful workplace practice: then brought it to life IRL.
Launching on National Employee Appreciation Day & inspired by the spirit of American Express reward programs, our campaign turned the NYC commute into a gratitude stop: a branded pop up café where rush hour commuters received free coffee personally served by Taraji, engaged with her appreciation pep talks & wrote personalized thank you cards to bring back to work. Plus, gift a colleague a complimentary coffee
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CREATIVE DIRECTOR @ PAPER
Talent Strategy & Procurement
Cultural Intelligence
Surprise & Delight Marketing
Experiential Pop Up Concept & Design
Social & PR Rollout
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Client: American Express
Talent: Taraji P. Henson
EXPRESS THANKS CAFE
Guests stepped up to the Express Thanks Cafe where they chose from an assortment of drinks and snacks throughout the day including bagels, sandwiches and brownies. Everyone received two of each item to encourage sharing with a colleague they appreciate.
THANKS for everything wall
On the backside of the Cafe was a display comprised of layers of postcards that work together to create an #ExpressThanks design. Throughout the day, guests took postcards off of the wall, each containing a message of appreciation that they were then able to personalize and give to a coworker they appreciate.
CORPORATE MEMBER APPRECIATION STATION
The Corporate Card Member Appreciation Station is where all AMEX card members received an extra surprise. They were given tote bags that contained gifts from various AMEX partners, including a Calm notebook, LoungeBuddy Liquid Travel Bag, Hilton Cookies, and an Uber discount card!
APPRECIATION
Through this activation, American Express was looking to establish an emotional connection & foster two-way relationships with customers by raising awareness about how important appreciation is to personal happiness & company success, underlying the essence of: Good for Business, Great for People.
