Second of two concepts that our group completed attempting to prompt CPA's to upload a video of what it means to them being a CPA - relating to the tagline 'Think + Create'. This campaign attempts to convince CPAs that they break the stereotype of what it is to be an accountant.
This campaign consists of a direct marketing mail-out to registered CPA Accountants to their place of work, where they open the card amonst their fellow CA accountants. This then prompts them to go onto the purpose built CPA Stereotypes website and change the public perception by uploading a video.
Audio card is sent to CPA accountants at their place of work.
Front of audio card
This sound file plays automatically when you open the card, and runs on a loop.
interior of audio card
Once on the website CPA's are free to log-in and browse the site, gleaming inspiration from others' stories before uploading a video themself.
Created with Megan Harwood & Maggie Ryan, in consultation with Doogie Chapman as an agency collaboration exercise.
