Diners Club needed to relaunch their global Belong campaign with a refreshed creative approach. We created Belong II to reach a younger target, with a brighter look and feel and messaging that was more evocative of the benefits of membership. Since Diners Club does not have a consumer market in the USA, much of what we did was to equip the global franchisees with new creative assets, and to guide them in how best to adapt them for use within their local markets. We created a comprehensive style guide and a menu of tactics including print, outdoor, digital and mobile advertising. (And had some interesting early-morning conversations with Diners Club offices in Turkey, India and South Africa.)

I scripted this TV spot and cast the VO talent. I also scripted the internal launch video, made to excite the franchisees and spur their alignment with the updated campaign.