Mailchimp has always supported small businesses—helping keep the work flowing so business owners can keep dreaming, building, and growing in ways they never thought possible. But 2020 proved this was easier said than done. So R/GA and Mailchimp created an animated anthem dedicated to the many small business owners who continued to choose Mailchimp to help bring their big ideas to life—in the good times and the weird. 

This TV spot and its surrounding campaign elements are a celebration of the spirit of small businesses and how unstoppable they are once they've found their momentum. To prove this in practice, we formed an incredible remote team of small creative houses and innovators to make this campaign entirely in quarantine.

Buck’s character design and animation were inspired by real Mailchimp business owners—the intentionally rough, drawn aesthetic feels as ever-evolving and moldable as the small business experience itself. 

Antfood’s audioscape brought the characters and their professions to life in a way that's minimalist yet playful and exciting. 

And finally, we were honored to work with muti-instrumentalist Kishi Bashi, whose custom-made modernized Americana track evokes a sense of joy and hopefulness to support the VO's optimistic message. 

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