Crispin Porter+Bogusky’s ‘Small business Gets An Official Day’ (or ‘Small Business Saturday’) campaign for American Express has won the Promo & Activation Grand Prix and the Direct Grand Prix at this year’s Cannes International Festival of Creativity.
The agency and Amex invented ‘Small Business Saturday’ to encourage US shoppers to visit small shops the day after the bizarrely-named ‘Black Friday,’ the day after Thanksgiving when Americans flood to big shopping malls at the start of the Christmas buying season. It claims 103m Americans answered the call last year.
It’s interesting that so far at Cannes the PR Grand Prix has gone to ad agency JWT Puerto Rico and these two to another creative agency rather than a category specialist. Maybe there’s something in this ‘integrated’ business after all.