Global Payments “Better Together” Campaign

About This Project

The Brief

Create a unified 2021 marketing campaign that seamlessly extends across all business channels and verticals. This campaign should adapt from broad corporate messaging to targeted benefit- or product-specific content. The challenge lies in ensuring the concept resonates with both merchants and corporate partners while functioning effectively across diverse mediums such as direct mail, digital platforms, social media, email marketing, and advertising. The primary objective is to boost brand visibility and drive demand for Global Payments Integrated’s payment technology solutions, positioning GPI as a distinct and industry-leading brand.

The Solution

We aimed for a campaign that immediately resonates with merchants and partners by addressing their challenges head-on. The campaign’s power lies in its boldness—flipping negative phrases like “We Can’t” or “We Don’t” into empowering, unexpected messages that tell a compelling story. After establishing a strong headline/subhead framework, we explored various design directions. Ultimately, the large, impactful typographic treatment proved the most effective. It stands out in the marketplace, grabs attention instantly, and creates an emotional connection by speaking directly to the audience's experiences.

A return of $864,000 for an ROI of 251.4%.