Giving a Voice to Small Business
With pandemic lockdowns and closures disproportionately affecting small businesses, American Express created a program to incentivise spending with minority-owned retailers and restaurants in local communities.
To promote this cardmember benefit, Studio Resonate created an audio campaign highlighting the real people behind shuttered storefronts. We featured 30 small business owners across 10 major cities, merchants were interviewed remotely to create an honest, editorial-style campaign. This labour-intensive process allowed the interviewer to connect emotionally with business owners, whose authentic voices amplified the power of connection, delivering heartfelt and moving spots.
Chelsea led creative development of the campaign, oversaw copy and audio production, and directed the case study video production (illustration and MGFX).
Signal Award winner, Radio Mercury Awards finalist.
To promote this cardmember benefit, Studio Resonate created an audio campaign highlighting the real people behind shuttered storefronts. We featured 30 small business owners across 10 major cities, merchants were interviewed remotely to create an honest, editorial-style campaign. This labour-intensive process allowed the interviewer to connect emotionally with business owners, whose authentic voices amplified the power of connection, delivering heartfelt and moving spots.
Chelsea led creative development of the campaign, oversaw copy and audio production, and directed the case study video production (illustration and MGFX).
Signal Award winner, Radio Mercury Awards finalist.