Creative Concept, Art Direction and Design
Blaze Advertising (WPP)
Millennials want more out of their careers than simply a job title. They are highly motivated on making a difference in the world, working on projects that matter and belonging to organisations that are culturally inclusive.
Accenture, a multi-national professional services firm, required a graduate recruitment campaign that would not only resonate with this target audience but encourage them to apply for internships across the five business divisions – Technology, Digital, Strategy, Consulting and Operations.
We launched the ‘Be Yourself, Make a Difference’ campaign, featuring graduate ambassadors from the five Accenture business divisions. By striking through half of each job title and showcasing the real individuals behind the roles, we brought their unique stories to the forefront. This graphical approach allowed us to highlight how their interests and qualities were integrated into their daily work at Accenture.
In terms of art direction, we opted for a personal touch, incorporating photography and handwritten elements to resonate with our millennial audience. Additionally, we leveraged the full spectrum of Accenture’s brand colors to emphasize the diversity of the business divisions.