American Express & The Dubai Mall Partnership
American Express had partnered The Dubai Mall for a year-long promotion. Every barcode an AMEX Cardmember scans at The Dubai Mall will reveal exclusive rewards, privileges and discounts. The idea was to communicate this benefit by giving the 'barcode' different identities. The RTP guideline for illustration further complemented the idea and worked well in creating a campaign that was versatile enough to showcase any message or offer.