This is one of two campaign concepts our group (Elena Board, Megan Harwood & Maggie Ryan) produced in collaboration with Doogie Chapman of MC Saatchi Melbourne as an agency collaboration exercise. It revolves around helping Accountants change their understanding of what being 'creative' is.

 

CPA Australia (Certified Practising Accountants) is one of three professional accounting bodies in Australia, and the aim of this campaign is to get CPA members to go online and upload a video about what it means to them being a CPA registered accountant, supporting the mantra that CPA's 'think + create'.
 

Campaign begins first contact with CPA accountants by sending a wooden puzzle box to their workplace containing a card challenging them to open the box.

 

Once open the accountants are instructed to go online and continue the conversation.

Online, there is an interactive flash website that has a number of puzzles demonstrating different creative thought patterns. CPA members enter their name and take part in the puzzles.

After completing a number of puzzles and discovering the different types of creative thinking they didn't think they had, the natural progression is the members uploading a video of their own experience as a CPA.