A new campaign from ecommerce-tailored email and SMS marketing platform, Omnisend, hilariously encapsulates the difficulties that a lot of small businesses are facing when they begin to outgrow their limited conditions.
These limited conditions can be the tools they use, the products they launched with, the suppliers they’ve been using, or even their physical locations. This last limitation is what Omnisend decided to focus on in order to tell the story: small businesses that are literally, physically small, and have already outgrown their surroundings.
Mantas Velykis, Creative Director at Lithuania-based creative partner Clinic212, says that picking businesses to tell the story was the longest process. “We looked into Omnisend’s customer data and also conducted several interviews with business owners,” says Velykis.
The video first depicts a small business owner in her tiny boutique jeans shop trying to fit a new design on a model. However, the shop is so small that the model has to stand halfway through the ceiling. Then, we see a supplement manufacturer cramped in his store that’s doubling as a storage unit for his products.
He barely has any room to walk, package and ship out the products, or even breathe. Still optimistic, he says: “After all, if it ain’t broke, don’t fix it,” as boxes full of pills come crashing down around him and he literally starts drowning.
The video tries to put into words and images exactly what so many small businesses are going through right now: Hoping to grow, needing to grow, but being restricted by limited tools and spaces. In a fun and humorous way, this campaign unveils the struggles of business owners and marketing teams, and shows that actually, it doesn’t have to be that way at all. Watch below:
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“We wanted to understand what kind of struggles they’re facing, how those struggles make them feel everyday. Most of the small business owners we talked with compared the limitations of their digital tools to the physical world, so this is where the idea of tiny offices came from. The two stories that you see on screen are actually a result of several real-life events,” adds Velykis.
The campaign speaks a lot about Omnisend itself too. Rytis Lauris, CEO and co-founder of Omnisend, says, “We know exactly how it feels to be the underdog fighting against the Goliaths. We are a fully customer-funded company, with no major funding rounds or big money from Silicon Valley. In that kind of environment, we know that there simply isn’t a lot of opportunity to throw money at absolutely everything just to see what sticks.
All of our choices have to be smart—they require hard work, patience and tenacity. That’s how we’ve been able to grow our company, and we see that same spirit reflected in so many of our own customers.
And that’s essentially who we built our platform for: small and medium businesses who need to grow their stores without sacrificing their time and wasting their money.”
- Creative director and copywriter: Mantas Velykis
- Strategic planner: Toma Stasiukaityte
- Project manager: Egle Paliuliene
- Designer: Mantas Lukosevicius
- Art director: Ineta Kancauskaite
PRODUCTION COMPANY: Magic
- Director: Pavel Gumennikov
- DOP: Vilius Maciulskis
- Production designer: Robert Kalinkin
- Executive producer: Aurimas Pukevicius
- Head of production: Ramojus Petrauskas
- Line producer: Agne Zorkute
- Production Manager: Justas Rinkevicius
- Stylist: Lukas JuodisMake up: Karolina Panavaite
- PA/Covid manager: Dominykas Kilciauskas
- 1AD: Egle Strackaite1AC: Kestutis Serulevicius
- 2AC: Martin Agafonov
- SFX supervisor: Artiom Grigorjan
- Gaffer: Deivydas Stankevicius
- Key grip: Augustas Gricius