GET BACK TO BUSINESS:
For years QuickBooks marketed their software as a dollars and cents proposition to small business owners. For the most part it worked. But when the economy goes sour, those owners need a more emotionally compelling message to motivate purchase.
I came up with a simple, visually telegraphic way to convey that we truly understood what they really wanted - a chance to simply concentrate on what they loved to do.
Not long after we'd produced the first round of work we shared it with a group of small business owners to gauge reaction. At one point a transgender, Brazilian floral shop owner took one look at these ads and burst into tears. If that's not a win, I don't know what is.
Photographer: Hunter Freeman
Director: Sean Ehringer
Copywriter: Mitch Obatake