On September 7th, Mailchimp launched its newest brand campaign, “Guess Less, Sell More” in the US, UK, Australia, and Canada. The campaign was spearheaded by Mailchimp’s in-house creative agency and secret weapon, Wink, in partnership with LA-based global production house SMUGGLER, and director Björn Rühmann. The group was challenged to bring a fresh vibe to its fall campaign that was “elevated” and “sophisticated,” a unique challenge for a quirky and expertly absurd brand like Mailchimp. The end result is a mind-bending set of visuals that encapsulates the complexities of operating a small business. Marketers have little time for the whims of guesswork when it comes to scaling a business. To produce great results, they need a clear-eyed view on how to craft stellar campaigns that attract new and returning customers. That’s where Mailchimp’s data-backed automations and AI tools come into play, which are powered by the millions of Mailchimp customers that send half a billion emails each day on the platform. All of these data points allow the Mailchimp platform to help take the guesswork out of email marketing for its sophisticated small and mid-sized business marketers and customers who need expert tools that keep up with their ever-diversifying marketing needs. Wink intended for this campaign to express that next-level product benefit in a unique and fun way. The clever campaign uses common, everyday items to create memorable, slightly strange creations. Shot in Prague, Wink pulled in influence from the creativity and quirkiness of the city to build the vision. It perfectly captures Mailchimp’s trademark brand personality, combining expertise with absurdity, as well as playfulness with pragmatism.