100 original jingles for 100 small businesses

The idea

Shop Small is American Express’s program for independent businesses. For the 2021 holidays, Amex and dentsuMB gave 100 small businesses across the US something few of them could ever commission on their own: a jingle written just for them, sung like a Broadway number. The list ran from barbershops and bakeries to bookstores and bike shops, with regional jingles celebrating the shopping neighborhoods of New York, Washington DC, Chicago, San Francisco and Los Angeles.

What we did

Score a Score composed, recorded and produced all 100 jingles. We sourced the vocal talent, including eight Broadway vocalists, for pre-records in Los Angeles and New York and the video shoot in Toronto. We managed the project front to back, through post-editing and the final mix.

The result

Let’s Go Shop Small® launched for the 2021 holiday season, around Small Business Saturday. All 100 jingles went up on YouTube with their videos, so every business had a song of its own to use through the year ahead. The campaign won Silver at the 2022 Clio Music awards, in Partnerships & Collaborations, and was covered by Adweek and Muse by Clios.