We created a series of Masterclass-style videos to inspire students about the possibilities of a career in accounting.
Chartered Accountants Australia & New Zealand (CAANZ) came to us with two stories to tell - promoting its CA Program to current business and commerce university students or recent grads, and promoting its elective subjects for those already enrolled in the Program. When we’re selling two different products to two different audiences, how can we ensure the assets are compelling for each group and also work together as a consistent series?
Taking inspiration from our client’s reference to Masterclass, we created a series of high quality and inspiring videos, with a considered creative, visual and messaging approach to ensure a long shelf life.
Based on real insights and career opportunities, we created four aspirational hero Accountant characters whose stories form the basis of the campaign and are used across all assets. The character’s stories surprise and inspire the audience by the type of person they each are and the career they have built as a Chartered Accountant, whilst also providing a creative and engaging vehicle to share the key messages for the CA Program and the elective subjects for those already enrolled.
Carefully selected stock footage was an effective way to convey a snapshot of the industry and working environment our budding accountants can expect and break stereotypes about the type of career you can have as an accountant, while also enabling wider storytelling within the production budget.
The campaign included a 90-second promotional film for the CA Program, with a 30-second cutdown, along with four 45-second elective videos, which focused on data analytics, financial modelling, sustainability and strategy & performance. The videos are inspiring would-be accountants on the CAANZ website and at events, and also featured in paid placements on Meta, Google Display & LinkedIn.