MYOB has unveiled its latest campaign, ‘Nothing beats the OG’ off the back of an inside-out led marketing approach originally focused on inducting team members.

The campaign, developed in partnership with creative agency Sunday Gravy and activated by iProspect, was initially introduced internally through a 5-minute film directed by Nash Edgerton. This film was subsequently edited into eight ads, each spotlighting key features and benefits of MYOB.

Dean Chadwick, MYOB's CMO, expressed his pride in the company's long-standing tradition of providing technology that supports small and medium businesses.

“This campaign is designed to bring to life the faces behind the technology, who work day and night to make the lives of business owners easier," he said. "We were excited to work with Sunday Gravy on this campaign, as they have created a huge library of content for us to leverage in the short and long term.”

The campaign's launch aligns with a promotional offer from MYOB, which reduces the monthly cost to $5 in an effort to alleviate the financial strain on small businesses.

Ant White from Sunday Gravy spoke highly of the collaborative approach taken in the campaign's development.

“We are all hugely proud of the way we approached this campaign; we’ve worked so collaboratively with MYOB & iProspect, along with one of Australia’s best directors Nash - and together we’ve melded product scripts with a strong narrative. Through the process we have also developed characters that bring a real sense of humanity to the MYOB product itself, and will also be part of the MYOB brand story ongoing. For small businesses who choose MYOB, this is the team you get, working tirelessly behind the scenes to make your business run smoothly.”

The campaign, which went live on 16 October, aims to humanise technology for small and medium businesses. By showcasing the people behind the technology, MYOB aims to foster a deeper connection with its users and demonstrate its ongoing dedication to supporting their business operations.