SumUp’s Campaign with Mother Berlin Reminds Entrepreneurs, 'It’s Not All Up To You'

Independent creative agency Mother Berlin has launched the ‘It’s Not All Up To You’ campaign for financial tech company SumUp, to celebrate small businesses and local entrepreneurs.

The campaign positions SumUp as a supportive partner for businesses, highlighting its comprehensive financial ecosystem, which includes card readers, point-of-sale systems, modern payment solutions, and business tools for companies of all sizes.

To add authenticity and a human touch to this message, SumUp collaborated with three very different Berlin-based small businesses – Marsano, VOLK, and ROHN.Berlin – in order to bring the core message of ease and support to life.

Anna Druckrey, creative director at SumUp, said: “SumUp advocates worldwide for the empowerment of businesses and recognises the collective effort involved in building something lasting – that is the true driver of sustainable success."

Anna added, “‘It’s Not All Up To You’ captures the spirit of collaboration: it is not only a core part of SumUp’s DNA, but also the heart of every entrepreneur’s story. By working directly with real entrepreneurs, we bring authenticity to our brand campaign and foster deep trust with our audience.”

Alexander Nowak, chief creative officer and partner at Mother Berlin, said: “All too often, advertising for small entrepreneurs portrays them as lone heroes. But the truth is: no one succeeds alone. For SumUp, we wanted to change this narrative. Entrepreneurs do not walk this path alone. We are here to remind them: you always have people by your side. An unofficial team.”

For the campaign, SumUp and Mother Berlin collaborated with director and photographer Clara Nebeling to highlight small businesses and their communities – with a campaign that spans TV, out-of-home, and digital media. The campaign was filmed in Germany and will be broadcast from mid-September in Germany, the United Kingdom, France, Italy, and Spain.