Google the word migrant.

What do you see?

People in boats. People in tents. People in cages.

The co-founder of Google is a migrant. Do you see his photo anywhere on that results page?

Migrant is a powerful word, and it’s been weaponised.

Azimo is a money transfer service for migrant workers.

They know that their customers are some of the most resilient, determined and entrepreneurial people in the world.

For this print, OOH and radio campaign, I worked with 2050 London to turn the anti-migrant narrative on its head.

The campaign helped to establish Azimo as the leading money transfer company for migrant workers in Europe.

As Head of Content and Creative, I led the team that built the Azimo brand. We acquired over one million customers in 30 countries, becoming profitable in a hugely competitive sector.

Azimo was ultimately acquired for $200 million.

Take a look at some of the OOH and print creative below.