The UK is home to 3.7 million migrant workers and to celebrate their invaluable contribution to Britain, Azimo has partnered with 2050 London to create a colourful campaign promoting its global digital money transfer service.

Where most money transfer brands focus on the person receiving the payment, in this campaign, Azimo and 2050 London disrupt that narrative to focus on the heroic efforts of the migrant workers sending the money.

“Imagine if your bank took 7% of every transfer you made. Sounds crazy, doesn’t it? But it’s a reality for hard-working migrants who send money home with banks and other old-fashioned providers.” said Alex Walters, Head of Content, Azimo, “They deserve faster, cheaper money transfers and Azimo is here to support them.”

In a rebuke to rising anti-migrant rhetoric, the campaign uses bold colours and positive language to honour the UK’s migrant workers. A bold, colourful, optimistic, artistic visual states the simple yet profound message ‘Amazing Migrants’, followed by copy outlining why they are so amazing. 

"Migrant workers, and Filipino NHS workers, in particular, helped the UK through its biggest peacetime crisis. Yet too often these communities face racism or xenophobia instead of appreciation,” explained Mathew Saunby & Adam Chiappe, Creative Directors at 2050 London, “Our goal was to build a bright, optimistic tone of voice that celebrates their migrant identity and attracts them to the Azimo brand.”

Azimo, now has over two million customers, and challenges banks and established money transfer players. The service makes it faster and cheaper for hard-working migrants to send money home to their families.

Adam Morrison, Founder and Director of 2050, explained:  “It’s great to see our founding client continue to invest in this hugely important message. It’s distinctive to them and powerfully relevant’.’

This campaign marks the next phase in a global campaign that’s been running for two years in ten markets for Azimo. Running across OOH, print media and radio spots across the UK, the campaign will run for three months from September.