The accounting world had a bit of a branding problem. Younger generations just aren’t considering it as a career and when they do think about it, their perceptions are stuck in the past. To put it bluntly, Gen Z don’t think accounting is cool. Our goal? Shift that mindset and future-proof the profession.
What we uncovered through research was pretty telling, students are more focused on their passions than planning out a traditional career path. So, we flipped the narrative and showed them how accounting can actually help turn those passions into careers. Because whether it’s their favourite sports team, a brand they love, or the show they’re obsessed with, there’s a Chartered Accountant making it all possible behind the scenes.
That insight led to our new brand platform: Make Epic Things Happen. It puts the spotlight on the real MVPs, accountants. Showing the next gen that this profession plays a vital role in some of the most exciting industries in the world. And yeah, they really do make epic things happen.
The launch campaign repositions accountants as the stars of the show by featuring them in an epic movie trailer. To launch, the hero film premiered alongside one of the year’s most anticipated film releases, Deadpool & Wolverine.
As part of a longer-term platform to bring about change for the industry, the campaign spans careers events, online video, YouTube, Meta, Instagram and TikTok, OOH and targeted display media.
