The Challenge
Launching AMP BankGo an app dedicated for the 2.4 million Aussie "mini-businesses" left behind by the big banks
 

The Idea
Heroing the hidden side hustle by celebrating every micro-entrepreneur from the tradie on-site to the dog walker.
 

The Execution
A multi-channel campaign, including a hero TVC
 

The Impact 
Redefining AMP as the champion for the micro-economy and owning the space the Big Four ignored.