Hope International wanted to do something powerful – a film about the savings groups in East Africa, and the personal stories of the people who organize them. Instead of a traditional commercial, we teamed up with them to create a short film based on a true story, with Michael Rothermel directing.

It’s one of the ingrained rules of marketing, one of the first things you learn as a baby marketer. There are two spheres of marketing: business to business and business to customer, or B2B and B2C, and they are different types of marketing. They have different strategies, different experts, different conferences, different agencies devoted to them.