We uncovered the insight that business as usual was a thing of the past. The self-starter movement wasn't just about London hipsters opening niche soap shops – it included everyone, everywhere.
No two self-starters were exactly the same. But the one thing they had in common was motivation succeed.
The new 30” spot features an army of sole-traders, freelancers and side-hustlers charging forward to start their own thing on their own terms – including two of Mettle’s own customers.
As more and more Brits take the leap and turn what they love into a source of income, the voice-over offers a rallying call to self-starters to join the 5 million British adults who are already part of the “Passion Economy.”
Mettle calls on everyone who might be thinking “one job, one thing, one 9-5 – is a thing of the past” to step up and launch their own business.
Increase in app store visits
Uplift in Mettle brand term searches
Uplift in people coming directly to the website
Increase in website engagement
“With more people turning their passion into their livelihood and working for themselves, Fold7 beautifully captured the spirit of this movement. Helping us give people the confidence to do what they love.”