Meta brings good ideas to life in latest SMB campaign via Now We Collide

Independent creative agency Now We Collide has created a new digital campaign for Meta targeting small to medium businesses (SMBs) across the APAC region.

The campaign is the latest iteration of Meta’s ‘Good Ideas Deserve to be Found’ SMB specific brand platform launched in December last year, and will be distributed via digital platforms and Meta-owned channels through Dentsu Media.

While the first campaign highlighted four Australian SMBs in a range of video and still assets, the latest campaign expands its reach across the APAC region, featuring a series of 15-second digital ads that showcase the stories of multiple SMBs from countries including Australia, Hong Kong, Indonesia, Japan, Korea, Philippines and Thailand.

The campaign is designed to build awareness of the tools and resources available to SMBs to help them connect with new audiences and grow their businesses online, working off the insight that there are millions of good ideas out there, so making a small business stand out to customers can be difficult.

Each of the creative executions centres on revealing the ‘invisible’ product of a small business, suggesting that the product would not be in use had it not been bought through a Meta platform ad. One shows a boy wearing a bike helmet and pads apparently floating along, before an Instagram ad unit reveals the bike he is riding. Another features a woman practicing Jiu Jitsu apparently alone before revealing she is sparring with her instructor. Two of the nine total creative executions will be shown in the Australian market, however it was now specified as to which two would be shown.

Alex Sloane director of marketing for Meta Australia & New Zealand said: “The last two years have been uniquely testing times for SMBs, providing some serious challenges with store closures and new opportunities with the explosion in digital retail.

“With this campaign, we wanted to draw attention to the wealth of resources available to help them use digital tools to even better effect, with the potential to create truly global businesses. We genuinely believe that ‘Good ideas deserve to be found.’ and can come from anywhere.”

Chief creative officer for Now We Collide, Ryan Bodger, noted: “We’re excited to be involved in a campaign that would help out many SMBs across APAC, especially as it was filmed at one of the more challenging periods of the pandemic.

“We had to grapple with these challenges as well, and our team was able to bring to life these stories from all across Asia either filming remotely or in-studio and on location in Sydney.

“By bringing the client into the studio ‘virtually’, we were able to closely collaborate throughout the production process, making approvals frictionless. We streamlined the process through live video offline edit sessions, bringing together various stakeholders from different locations across the globe.”

CEO of Now We Collide, Keir Maher, added: “One of the more positive things the pandemic has given us, is the ability to work in ways we never thought possible. Quick adaptation to change has always been part of the Now We Collide DNA, but now it is built into our production processes and methodologies. This campaign is testament to our abilities as a nimble and effective team.”


Creative Agency: Now We Collide

Production/Post: Now We Collide

Media: Dentsu

VFX/CGI Post: Heckler

Sound: PureSound

Executive Creative Director: Ryan Bodger

Business Director/EP: Naomi Young

Creative Director: Shelby Craig

Meta Internal Creative Leads: Justin Yeo (Meta), Jonathan Cockett (Meta)

Director: Toby Morris

DOP: Dan Freene

VFX Supervisor: Jamie Watson (Heckler)

Stunt Coordinator: Ray Anthony

Account Lead: Shayne Carter

Producer: Re Lim

Editor: Josh Groom

Motion Graphics/VFX: Darryn Rogers

Sound: James Martell


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.