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TBWA\Chiat\Day's Xmas Campaign for QuickBooks Supports Self-Starter Businesses

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98% of all the vendors used to create the film were small business owners

TBWA\Chiat\Day's Xmas Campaign for QuickBooks Supports Self-Starter Businesses
The end of the year has many people thinking about their New Year’s resolutions and setting their sight on making a change for the upcoming year. For many, that includes going into business for themselves. But, doing so does not come without challenges.

On Christmas Day, Intuit QuickBooks released a new campaign entitled Backing You - set to a soulful cover of Harder, Faster, Stronger by emerging artist Willa Amai - to remind these determined self-starters that QuickBooks champions people who take a chance on their dreams. 

The campaign includes a series of films featuring real stories from actual QuickBooks customers that show the grit and tenacity of owning a small business or being self-employed - a bold pivot for the category that typically depicts owning your own business with rose-colored glasses.

Conversely, Backing You showcases the breadth of realities that self-employed and small business owners face while also celebrating their strengths, motivations and achievements. Whether through simplified invoice processing or user-friendly expense tracking, the film brings to life how QuickBooks plays an empowering role in the small business ecosystem.

TBWA\Chiat\Day won the business earlier this year and the Backing You campaign is the first creative to launch. From concept to execution, QuickBooks pushed the agency to reflect the brand’s authentic commitment and belief in small business owners and the self-employed. The campaign launch date on Christmas Day was an intentional choice, reflecting the tough realities of owning your own business. Holidays off aren’t always possible.

Guy Longworth, SVP Marketing at QuickBooks states:

“It's is a universal truth that working for yourself can be rewarding and liberating, but at times also unpredictable and lonely. QuickBooks champions those who take a chance on their dreams. Backing You is our first campaign in our long-term effort to build QuickBooks into a global, iconic brand, while demonstrating our commitment to small business success.”

A concerted effort was also made to support small businesses during the creation of the films. Of all the vendors used, 98% were small business owners including everything from security and set dressing to catering and lighting. The team even made sure to stay at boutique hotels during filming.
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Artist: Willa Amai

Music Production: We Are Hear

Sound Design: Beacon Street Studio


Advertiser: Quickbooks

Production Company

Director: Michael Marantz

Editorial & Online: Spot Welders

Production Company: Interrogate

VFX: Shipping + Handling

Creative Agency

Art Director: Dan Hales

Artworker: Riki Komachi

Brand Director: Matt Theisen

Brand Manager: Jillian Rudman, Alix Johnson (assistant)

Copywriter: Stew Tribe

Creative Agency: TBWA\Chiat\Day LA

Design & Animation: Kevin Reid (Flash)

Designer: James Thompson, Billie Heitzman

Digital Producer: Mia Kuhn (Junior)

Director of Production: Brian O’ Rourke, Mark Sloan (Studio)

Executive Producer: Kat Urban

Group Client Leader: Cyril Bedat

Photographer: Magdalena Wosinska

Planning Director: John Hickman (Global)

President: Erin Riley

Producer: Marty Church

Senior Art Director: Eron Broughton, Stephen Lum

Senior Art Producer: Deena Fayette

Senior Business Affairs Manager: Jennifer Anaya

Senior Copywriter: Suzanne Sherwood, Liz Cartwright

Senior Planner: Samira Shahabuddin

Senior Print Producer: Hashi Clark

Senior Strategist: Emilie Arrive (digital)

Traffic : Dessiah Maxwell (Director)

Design director: Mark Sloan

Genres: People

Categories: Mailing, Business Services

TBWA\Chiat\Day LA, Fri, 05 Jan 2018 10:38:08 GMT