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.

Challenge

As a fintech challenger, Azimo was competing against household names like Western Union with a fraction of the marketing budget. Awareness was low and trust was hard to earn.

We needed a bold idea that would cut through the noise, resonate emotionally with our audience, and give Azimo a distinctive voice in a crowded category.

Approach

I conceived and led Amazing Migrants, Azimo’s first national print and OOH campaign.

Rather than focus on money transfers, we shifted the spotlight to the people behind them, celebrating migrants as ambitious, resilient, and inspiring.

Working with my in-house creative team and 2050 London, we developed striking visuals and copy that reframed migrants not as statistics, but as heroes.

The campaign ran nationally across outdoor, press, and digital channels, giving Azimo a voice far bigger than its media spend.

Impact

• Tripled awareness versus baseline brand tracking.

• Established Azimo as a recognised fintech brand with a powerful social message.

• Helped the company scale to 1m+ customers in 30 countries, contributing to its $200m acquisition.