Beris Zanetich

Senior Creative/Copywriter

Beris Zanetich

Amex – The Double-Fronted Envelope

American Express cardmembers with a personal Platinum card were loving their card so much they were putting their business expenses on it. But we pointed out they’d be much better off with a similar but separate card designed specifically for the professional side of their life: the Platinum Business Card.
That’s why one side of this mailpack addressed members in a personal way (note the salutation), while the other side is formal, corporate, and strictly business.

We created a single DM pack that simultaneously addressed both the personal and professional sides of the same individual.

One side of the same envelope, addressing the recipient’s personal side.

The reverse side of the same envelope, addressing the recipient’s professional side.

One side of the same letter, addressing the recipient’s personal side.

The reverse side of the same letter, addressing the recipient’s professional side and pitching the idea of getting an additional Amex card built specifically for business. We even used a different signatory.


  • For OgilvyOne

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