Raconteur - Hey Imposter
Print and social campaign
Raconteur, a business publishing house, helps senior leaders understand the complexities of business world with content that keeps them in the know.
In today’s B2B world, senior leaders are expected to know more about their company's inner workings than ever before. If they don't have this knowledge, it can leave them feeling like an imposter, unable to make the critical decisions the business demands from them.
We wanted to address this feeling of imposter syndrome in leaders, by creating a campaign that turned an irrational anxiety to rational phenomenon, for which Raconteur had a solution for.
We put this idea at the heart of the creative with a confronting ‘Hey Imposter’.
We put this idea at the heart of the creative with a confronting ‘Hey Imposter’.
The provocation is followed by a poignant yet empathetic copy that explains how a less siloed approach and understanding of the interconnectedness of modern business can conquer the imposter and enable them to become true modern business leaders.
The creative flexed across three print, social and digital executions, with each ad highlighting a visceral aspect of feeling like an imposter - feeling exposed, out of place or as if you’re pretending.
