AMEX & ALITALIA

The Situation

American Express and Alitalia ran a co-branded credit card with a miles reward system. The brief was an OOH campaign for Linate and Fiumicino airports to drive sign-ups for the Alitalia American Express card.

Two premium brands with very different visual identities that needed to show up together without losing themselves.

The Approach

The concept was built around a single question: "Where will your next purchase take you?" Each execution answered it visually with one of Alitalia's destinations written in large typography. The twist was an object replacing one letter of the destination name, shaped to match it. A joystick for the "M" in Miami. Each object connected to the lifestyle of that city.

The design was bold, colourful, and built for the airport environment. Big type, high contrast, legible at speed. The simplicity of the idea allowed it to flex across multiple destinations while keeping the campaign instantly recognisable. Working with two brand systems meant every layout had to satisfy both sets of guidelines without diluting either identity.

The Impact

The campaign ran for over three years across Linate and Fiumicino airports. That longevity speaks for itself. In an airport environment where campaigns typically rotate every few months, this one earned its place.

The typographic concept was flexible enough to expand to new destinations without losing its impact, which is why it kept running.