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