App Paye

A campaign for the app that tells payroll where to go.

App Paye is a UK fintech app making it faster and fairer for freelance and contract workers to manage their pay, whether they’re rewiring flats in Croydon or fixing turbines in the North Sea.

To cut through to a busy, often overlooked audience, we created a bold, cheeky campaign that felt more human than fintech. Striking posters appeared across key UK cities and transport hubs, while a wry radio spot featuring Doon Mackichan and Ben Miller told the story of payroll purgatory, with App Paye as the way out.

The campaign was designed to stop people in their tracks. Bold visuals and sharp, tongue-in-cheek headlines spoke directly to freelancers, helping the brand stand out from the usual corporate fintech tone. The radio work carried the same energy, dramatising the frustrations of delayed payment in a way that felt both relatable and memorable. By positioning App Paye as both credible and playful, the campaign gave the startup a distinctive voice and a strong platform for growth.

Bold out-of-home, tongue-in-cheek headlines and radio spots with Doon Mackichan and Ben Miller put payroll pain – and its solution – front and centre for UK freelancers.