Vogue x American Express
VAEFNO 2023
Connecting with consumers on a deeper level through playfulness and interaction, Dare To Be Bold was a community-invitation igniting fashion interactions of a different kind – a shopping experience to remember.
With an audacious graphic style and immersive touch points from street to store, VAEFNO 2023 became a Sydney street-stopping showcase – driving brand engagement and spending with American Express fashion merchants along the way.
Using the American Express blue as a vibrant centrepiece, the city came alive with bold hues, neon fluorescence, and interactive LED screens to capture consumer attention.
The streets were energised with curated VIP experiences and on-street activations designed to build connections and encourage the consumer journey to continue in store – from DJ booths to donut walls and pop-up champagne carts. Consumers captured the fun with shareable content, turning their moments of engagement into branded gifs.
Dare To Be Bold was an engaging fusion of visibility, relationships, and instant results – an elevation of everyday retail experiences, the event was a fresh and fun-filled approach to customer engagement, leaving lasting brand impressions that go far beyond the day itself.
