Widest Network Campaign
Client: UnitySend via Genie Intel | Services: Motion Graphics | Year: 2024
The Challenge
UnitySend is a U.S.-based money transfer service that allows users to conveniently send money to friends and family in Ghana through its mobile app. The challenge was to develop a digital awareness campaign that would introduce and promote the app to their target audience. To kick off the campaign, the client needed a compelling YouTube ad that clearly communicated the ease and reliability of sending money from New York and New Jersey to any part of Ghana anytime, anywhere.
The Approach
I began by reviewing UnitySend’s existing brand assets and decided to creatively leverage the arrow embedded in their logo. This element became central to the visual narrative symbolizing both direction and connection between the U.S. and Ghana. Multiple arrows were incorporated to convey momentum and suggest that many users had already embraced the app.
The ad also captured the emotional relief of sending money home without transfer fees. This was illustrated through the expression of a man whose gesture of sending money was visually linked to an arrow flying into the next scene representing a seamless transaction.
In the following sequence, iconography was used to highlight the various methods available for recipients in Ghana to access the funds. As the story progressed, arrows emerged at multiple locations on a map of Ghana to showcase UnitySend’s wide coverage, reinforced by the campaign’s tagline: “Y’agye Baabiara” (We’re everywhere).
The final scene featured people from all walks of life; a deliberate choice to evoke empathy and emphasize the service’s relevance and accessibility to a diverse audience.
The Value
The final creative not only performed well on YouTube, generating strong viewership, but also earned positive feedback from the client. They were particularly impressed by how their brand was visually and emotionally elevated and expressed in a manner that felt both culturally relevant and professionally distinguished.
Beyond the numbers, the campaign succeeded in turning a complex service into a relatable, human-centered message. By using brand elements meaningfully and incorporating storytelling through design, the project helped position UnitySend as a trusted, modern solution for cross-border money transfers. The work demonstrated strategic thinking, empathy-driven communication, and a resourceful use of existing assets that delivered impact with both clarity and creativity.
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— J. Mensah, Project Manager, XYZ Ltd