American Express: Extraordinary Lives

50th Anniversary Book


Copyright © 2008, American Express. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Produced for American Express while employed at VSA Partners, Inc.

It’s a point of pride, not to mention creative opportunity, to work with American Express, one of the most recognized brands on the planet.

So as the 50th anniversary of the American Express card was approaching, the ideas began to percolate. What persisted was the idea to launch a campaign — without the usual fireworks and marching bands — that celebrated cardmembers and their relationship with AXP. From that idea Extraordinary Lives was born — a tabletop book that featured the well, extraordinary (!) life experiences of twenty-two original cardmembers.

Emotional yet sincere, entertaining yet thoughtful, enduring, honest, creative and tangible, this magnificently printed and rare book tells these memorable stories with the help of twenty-two illustrators, twenty-two writers, and two editors. The result was overwhelming. Accolades, praises, and yes, rave reviews came from all over — cardmembers, Kenneth Chenault (CEO of American Express), heads of major universities, and of course, the viewing public — to remind us how a good idea and a great team can accomplish anything.