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Western Union: Dance Lessons
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Western Union, a global leader in cross-border, cross-currency money movement and payments, launched a new global campaign to recognise the heartfelt motivations of its customers to send money back to family and loved ones. The ‘send more than money' campaign created by BBH London spotlights the ultimate effect of sending money – possibilities, opportunities, love, and support. The integrated launch campaign brings to life with authenticity the countless reasons money is sent worldwide between global citizens and the family and loved ones in their homelands, powering a powerful exchange of economic flows hinged on sending more than just money. It brings to life the role of Western Union customers and the significant contributions they make in their loved ones’ lives, strengthening their connections to the people and all the places they call ‘home.’ The global campaign, rolled out across 160 markets, comprises TV, print, radio, digital and social. The films, shot by Joe Connor at Rogue, depict people receiving money from loved ones via the Western Union app, highlighting how Western Union connects people seamlessly across the world. Through emotive and poignant storytelling, the films shine a light on the fact that when people send money, they send possibilities, opportunities, love, and support. In ‘Violinist’, a real-life 11-year-old violinist takes centre stage after receiving a message from her brother who has sent money home so her ‘dreams can become a reality’. It features a rendition of Tchaikovsky’s ‘Sleeping Beauty’. In ‘Dance Lessons’, a daughter transfers money to her father via the Western Union app so he can take up classes to confidently enjoy the first dance at her wedding.
BBH Group Strategy Director: John Harrison Related
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