Most B2B communication portrays entrepreneurs as flawless businesspeople in suits and ties, sitting in offices behind computers and managing their companies. However, many people, especially aspiring entrepreneurs, find it hard to relate to this image, as business can take many different forms.

To connect more closely with emerging business owners, the campaign chose a truly unconventional path. Its heroine is a professional mermaid, symbolizing the courage to build a business in any field — no matter how unexpected.