By Conor Risch
Photo by Andy Anderson
Photographer
Andy Anderson is known for creating landscapes with a patina of
warmth and personality. That look is front and center in a new
campaign for the Diner's Club credit card, conceived and created by
DraftFCB.
Diner's club had been using the same print campaign for several
years, but turned to DraftFCB in Chicago a year ago to reinvigorate
their advertising. The agency wanted to position the Diner’s Club
brand against other card brands like Visa and American Express. “If
you think about Amex, [that brand] is all about badge value,” says
DraftFCB creative director Kurt Fries. “When you pull that card out
it says something about [you]. We want it to say something about
Diner’s Club in the same way, but with more depth.”
The Diner’s Club card carries a “certain amount of prestige,” Fries
relates, yet it is also accessible. To address consumers concerned
with what money can do, rather than what it can buy, DraftFCB came
up with a campaign based on the idea that Diner’s Club cardholders
“belong” wherever they go.
Fries did an exploration of available stock images, which “in the
end helped to sell the idea” that they needed to shoot original
photographs. “We could have done it [with stock],” he says, “but it
would have gone against what we were trying to create, which is
something unique to Diner’s Club.”
Fries sent photographer Andy Anderson to shoot images in Prague,
Rio De Janeiro and Singapore. To illustrate the Diner's Club car
holders can feel at home in these locations, Fries chose cities
that are large and sophisticated, but at the same time welcoming
and warm. Rio and Singapore are also located in key Diner’s Club
markets in South America and Asia.
Fries says he settled on Anderson for his ability to help define a
look for the brand that was relevant but not trendy. “Andy has the
heart and soul of an artist and that is what makes his work
timeless,” says Fries. “I can look at his photos and I’m not
overwhelmed with technique but by the story.”
Anderson flew to the locations with his producer to make the
pictures, then worked with his retouchers to refine the look of the
finished photographs. “I’m a big believer in making sure you hire
the right people to do the job, and then you give them the freedom
and flexibility to do what they do best,” Fries says.
Making a Travel Destination Feel Like Home
Oct 16, 2009
By Conor Risch
Photographer
Andy Anderson is known for creating landscapes with a patina of warmth and personality. That look is front and center in a new campaign for the Diner's Club credit card, conceived and created by DraftFCB.
Diner's club had been using the same print campaign for several years, but turned to DraftFCB in Chicago a year ago to reinvigorate their advertising. The agency wanted to position the Diner’s Club brand against other card brands like Visa and American Express. “If you think about Amex, [that brand] is all about badge value,” says DraftFCB creative director Kurt Fries. “When you pull that card out it says something about [you]. We want it to say something about Diner’s Club in the same way, but with more depth.”
The Diner’s Club card carries a “certain amount of prestige,” Fries relates, yet it is also accessible. To address consumers concerned with what money can do, rather than what it can buy, DraftFCB came up with a campaign based on the idea that Diner’s Club cardholders “belong” wherever they go.
Fries did an exploration of available stock images, which “in the end helped to sell the idea” that they needed to shoot original photographs. “We could have done it [with stock],” he says, “but it would have gone against what we were trying to create, which is something unique to Diner’s Club.”
Fries sent photographer Andy Anderson to shoot images in Prague, Rio De Janeiro and Singapore. To illustrate the Diner's Club car holders can feel at home in these locations, Fries chose cities that are large and sophisticated, but at the same time welcoming and warm. Rio and Singapore are also located in key Diner’s Club markets in South America and Asia.
Fries says he settled on Anderson for his ability to help define a look for the brand that was relevant but not trendy. “Andy has the heart and soul of an artist and that is what makes his work timeless,” says Fries. “I can look at his photos and I’m not overwhelmed with technique but by the story.”
Anderson flew to the locations with his producer to make the pictures, then worked with his retouchers to refine the look of the finished photographs. “I’m a big believer in making sure you hire the right people to do the job, and then you give them the freedom and flexibility to do what they do best,” Fries says.
TBWA\Chiat\Day creates a multimedia Visa campaign using Poby's shots of athletes headed to the Winter Games
