As a founding partner in the (RED) movement American Express had a particularly interesting set of challenges. Communicate both the launch of the card itself, and launching the idea of (RED) on an unsuspecting UK public.

Poke worked as part of a multi-disciplinary team on the launch strategy and activation.

Poke built a editorial driven site that serves the needs of both customers and people who are interested in the card. The site launched with an in-depth 'behind the scenes' documentary featuring Giselle and Kesami, a Masai warrior, meeting and being photographed by legendary snapper Nick Knight.

Regular feature content and interactive updates have spawned tools like a dynamic Contribution Calculator and a promotional Christmas advent calendar.