American Express sponsored some James Bond campaign on Times Online before the release of the latest film, and wanted to make some connection to their Platinum card, suggesting an association with the lavish lifestyle of the secret agent but without any actual references to the Bond brand. We played around with the idea that the card was a hi-tech secret agent's tool, from paying for Martinis, to analysing them or being a laser cutter - althought the obvious idea of it being used to open locks was imediately dismissed by the client for being "illegal". We then made an association with the actual benefits of being a Platinum member - from travel insurance to VIP ticket or restaurant bookings.
The campaign featured banners on the Times Online website and a landing page on the American Express website.