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American Express has kicked off an innovative marketing campaign running over five days that has saw a secret selection of Britain’s small shops turned into big canvases.

Over the past week, several shopfronts across the UK were transformed into animated canvases, informing passers-by they can enjoy 5%* cashback on all their purchases when they use their Amex Platinum Cashback Everyday Credit Card, as a new Cardmember for the first 3 months (up to £100).

Love Walk Cafe in London, Soukous Gift Shop in Bristol, and Tariff & Dale in Manchester were among the small shops turned into these beacons, with messages encouraging people to not only shop locally and earn cashback at the projected shops, but many others in the surrounding area – from “every gift in here” and “every handcrafted drink 1 min that way”, to “a dance class 2 mins up the road”, “the escape room 5 mins that way” and all the ramen, pubs, tea shops, DIY shops, and hairdressers in between.

Amex is shining a light on these small businesses - literally - by using the latest projection mapping technology to turn the entire shopfront into a billboard, working with the shop to not just put them in the advert, but at the heart of it.

The campaign is a part of a wide backing of small businesses by Amex. 2022 marked ten years since the American Express Shop Small® campaign** launched in the UK, and the tenth year of Small Business Saturday®. American Express continues to be the principal supporter of Small Business Saturday®, which encourages the nation to back their high street and enjoy the benefits of ‘shopping small’, whatever their budget.

More local shopfronts continued to be put into the limelight as Amex continued “The Big Small Takeover” at a secret list of locations. From a pub to a yarn shop, many businesses will get the takeover treatment in different cities across the country.

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Dentsu Creative UK has been a Contributor since 7th August 2017.

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The Big Small Takeover

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