American Express — Shop Small

American Express needed a single, internationally shareable moment to launch their annual Shop Small campaign in Australia.

Fourth Wall installed a 50m x 23m banner and a 10-metre diameter logo on the floor of the Bondi Icebergs swimming pools, with scuba divers in position to hold every element as the water returned. Over fifty teardrop banners and flags branded the entire precinct.

Shop Small branding covers an oceanside swimming pool at sunrise.

Hand holds a Shop Small branded coffee cup beside the ocean pool.

Morning patrons received free entry, branded swimming caps, towels, coffee and juice. Matt Moran and Monty Koludovic held a cook-off poolside while Olympic swimmer Michael Klim taught local children in the water below.

Guests wear blue Shop Small aprons while posing beside prepared food.

Swimmer wearing a blue Shop Small cap in the ocean pool.

Aerial view of the ocean pool covered with blue Shop Small branding.