Hot Pick

The Brooklyn Brothers

American Express

Izzy Ashton

Deputy Editor, BITE Creativebrief


Backed By

Amex joined forces with leading figures from the worlds of music and food to launch 'Backed By'

Disciplines: Advertising/Creative

Sector: Financial Services

Agency: Backed By, The Brooklyn Brothers

BITE Insight

We are told constantly and often relentlessly that our goal in life is to find our passion. If we are one of the lucky few who do, we have to then figure out a way to make that passion a workable reality. Often that can be impossible to do without the support of someone who’s already made it, someone who knows all about the trials and tribulations of the road to come.

This is where American Express (Amex) comes in with their latest UK campaign Backed By. Created by the Brooklyn Brothers, the campaign sees Amex partner with leading figures from the worlds of food and music to offer support to two members of the public.

The nationwide campaign backs up-and-coming talent in their fields, giving them the chance to work alongside a professional. The two short films feature music legend Nile Rodgers and the innovative chef Gizzi Erskine. Each takes viewers into their worlds, from Abbey Road Studios to a commercial kitchen, all the while encouraging people to join them.

Often the most difficult part about getting started is simply finding enough support from professionals in your field. This campaign sets out to offer targeted advice and experiences that only Amex could provide. The films allow the viewer to walk through each world with Rodgers and Erskine and so allows us to believe that we could one day be them too.

Related Tags

collaboration Food Music