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.
Signal Award winner, Radio Mercury Awards finalist.
Creative led by Chelsea, production and support by the Studio Resonate production department.
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.
Signal Award winner, Radio Mercury Awards finalist.
Creative led by Chelsea, production and support by the Studio Resonate production department.