Deloitte

 

Client: Deloitte

 

Project: A vision that endures

How do you position a management consulting business for the future?


CHALLENGE

The challenge was to demonstrate to the market that Deloitte are true market leaders in an over-cluttered industry, which meant they needed to own a positioning that no one else could.

We needed to give Deloitte a voice that: challenges conventions, disrupts the status quo, resonates with key decision-makers and cuts through the clutter of existing communications in the market

INSIGHT

After our Business Anthropologists spent time with CEOs in their target audience to acquire a more in-depth understanding of who these individuals are within the context of their profession, the following key insights
were revealed:
 

  • CEOs feel the pressure to know all the answers, but value their
    emotional control. 
  • CEOs carry the burden of illusion and feel more exposed than ever.

      

  • CEOs are driven by their passion to leave a legacy and to build
    something that endures. 
  • CEOs know that they must future-proof their businesses and they understand that there is fertile ground in which to innovate… BUT
    the industry panic around the future caused them anxiety and
    uncertainty about themselves, their business, and their vision.

STRATEGY & CREATIVE

The strategy and creative concept development focused on the insights relating to the industry and target market with the express intention of demonstrating that Deloitte understands their world.

Adopted campaign message:
Find what matters, a vision to future-proof

What we do today has an impact on generations to come. As a CEO, the decisions you make about where to take your company have far-reaching consequences. You can choose to focus on the now; on making money and quick fixes – or you can dedicate your life to something more meaningful: Creating a vision that will endure.

Deloitte is for companies who believe in doing the latter. We believe that that’s where the real power lies. Thinking long term and defining a clear purpose is what will really determine a business’s success in the future.

Creative idea – A Vision that Endures

We are obsessed with immortality. With making ourselves look younger and live longer. Scientists dedicate their entire lives to this field. But the truth is, the answer to the question of how to live forever already exists.

It’s simple: Create something that endures. Don’t obsess over being immortal, rather focus on doing or making the immortal. A meaningful vision pursued relentlessly has the power to live forever.

To illustrate this, we looked to past visionaries for inspiration. While these artists, activists, inventors, and icons are no longer with us; their work still has an influence on our lives today. The purpose they dedicated their lives to has in effect made them immortal. This kind of impact – one that really matters – is what we want to help our clients create.

John Lennon
Lifespan: 40 years
Life’s work: 78 years and counting

At Deloitte, we know that we won’t live forever, but we believe that our impact can. It is a belief inspired by visionaries such as John Lennon, whose powerful music and message continue to resonate with people around the world.

Through unique insights and experience, we’re driven to help you and your business create a lasting impact too – not just today or tomorrow, but for generations to come.

Coco Chanel
Lifespan: 87 years
Life’s work: 135 years and counting

At Deloitte, we know that we won’t live forever, but we believe that our impact can. It is a belief inspired by visionaries such as Gabrielle Bonheur ‘Coco’ Chanel, whose revolutionary designs empowered women and still influence the clothes we wear today.

Through unique insights and experience, we’re driven to help you and your business create a lasting impact too – not just today or tomorrow, but for generations to come.

Mahatma Gandhi
Lifespan: 78 years
Life’s work: 149 years and counting

At Deloitte, we know that we won’t live forever, but we believe that our impact can. It is a belief inspired by visionaries such as Mahatma Gandhi, whose peaceful form of protest continues to inspire leaders, activists, authors, and citizens across the globe.

Through unique insights and experience, we’re driven to help you and your business create a lasting impact too – not just today or tomorrow, but for generations to come.

As a way to grab attention during the launch of the campaign, we could create tactical teaser elements that speak to our idea of a vision that endures, in a very provocative way. We would publish a series of digital advertisements that resemble breaking news headlines about how a Deloitte study has uncovered the secret to living longer. Once someone clicks on the intriguing banners or posts, the true message would be revealed.

The real secret to immortality: Creating an impact that lasts.

(The same idea could also live as print or press advertisements if relevant. Here, a reader would be encouraged to visit the website to find out more)

*This is conceptual work only and was never produced.