The Ask | Chase sought a high-impact extension that would deepen cultural relevance and expand national visibility. The initiative needed to engage a younger, style-conscious audience while maintaining the campaign’s established luxury positioning. Expanded licensing agreements were required to support large-scale, multi-channel deployment.

The Approach | Playworkgroup partnered with Hailey Bieber on a fashion-forward extension spanning social, digital, and a national out-of-home rollout. The creative translated Sapphire Reserve’s elevated travel benefits into editorial, high-impact visuals designed for both street presence and digital amplification. Licensing agreements enabled broad national placement while maintaining premium positioning.

The Result | The campaign significantly expanded Sapphire Reserve’s cultural footprint across major U.S. markets. The national OOH presence reinforced the card’s visibility as a modern luxury marker. Sapphire Reserve further solidified its position of contemporary influence.