04

More Than A
Small Business

MAILCHIMP — 360 BRAND CAMPAIGN + PRODUCTION

Mailchimp’s iconic 360 campaign, More Than a Small Business, does what Mailchimp does best: putting small businesses front and center. The campaign challenged perceptions of what a small business could be, bringing four unique and fictional small businesses to life. Bold, unexpected, and intentionally eccentric, the campaign imagined a world of fictional businesses that were as distinctive as the people behind them: Metal Lotus Yoga, a yoga studio that listens to heavy metal during classes; Corner Dumplings, a family-owned dumpling spot; Fetcherang, a tech-driven dog toy startup; and Frothy Jane Coffee Co., an in-person and online coffee-powered business.

Hook supported Mailchimp with designing a slew of national billboards, print ads, and online videos. We expanded on the brand’s unique identity in a multitude of different mediums, staying true to the brand’s identity, as well as Mailchimp’s core mission to empower small businesses.

CLIENT_ Mailchimp
ROLE_ Senior Art Director
AGENCY_ Hook Studios