Small Business Saturday & the
"Shop Small" Movement
In 2010, American Express founded Small Business Saturday – a new shopping day between Black Friday and Cyber Monday devoted to supporting Main Street, USA. What began as a digital activation has flourished into a recognized holiday — reinvigorating small businesses, uniting communities and stimulating local economies nationwide. I helped develop the initial concept and the digital campaign that sparked a movement.
Client: Amex
Art Director: Allyson Paisley
Writer: Ronnie Lee
CD: Jesse Suchmann & Atit Shah