Facebook champions the butchers, the boxers and the barbers in integrated small biz campaign

Facebook is set to embark on an integrated advertising campaign underscoring its work with Britain’s small business, including the UK’s oldest boxing club and a jeans manufacturer in Cardigan, Wales.

Created by Wieden+Kennedy Amsterdam, the campaign is fronted by a 60-second hero film voiced by Game of Thrones’ Kit Harington. ‘Let’s Go To Work’ features clips of traditional businesses’ hard working routines, such as a training session in a boxing gym, a round of shaves at a barbers and knife sharpening at Charlotte’s Butchery.

The eight-week campaign, which will span outdoor, TV, print, online and cinema, features 16 small and medium businesses (SMBs) in total. It hopes to shine a light on Facebook’s investment in these types of local enterprises, as well as the depth and diversity of their business models.

Every SME featured in the campaign will be profiled on a dedicated microsite, which will explore how each worked with Facebook to build and scale their business.

Ciaran Quilty, vice president of SMB Facebook EMEA, said: “More than one in three small businesses in the UK are using Facebook to build their business. They are a vital part of our communities and we know that 70% of small businesses on Facebook say it helped them attract new customers.

“This new ad campaign celebrates those businesses, showcasing the vibrancy of British entrepreneurs who are making a great impact in the UK and across the globe.”

In a statement, W+K Amsterdam creative directors Daniel Schaefer and Szymon Rose added: “This campaign celebrates the hard work and dedication behind all the small businesses out there. It was important to us to feature real businesses and tap into the unique and interesting stories behind each of them."

The campaign is set to launch on 29 January.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.