For 10 years of Shop Small, Amex wanted to do something big and buzzy that celebrated the occasion while also getting people’s feet in the doors of small business across America. So we created the #ShopSmallBigHug, a silly social challenge in which people showed love by hugging their favorite small businesses — literally. Across social media, people hugged windows, hugged walls, hugged merch, and hugged (consenting) employees, all while driving a huge increase in foot traffic on Small Business Saturday.

Client: Amex

Created at Digitas NY

GCO: Sarah Bruns
Creative Director: Danny Gottleib & Sebastian Andreassen
Art Director: Rachel Healey, Stella Kim, Sam Salzano
Copywriter: Greg Peterson, Sydney Spence