Chartered Accountants ANZ launches new ‘The Art of Prosperity’ campaign via Joy, Sydney

Chartered Accountants ANZ has launched a new campaign via Joy, Sydney with a series of in-camera and CG animated spots.

The new brand platform highlights the value Chartered Accountants bring to business and society, and how that value contributes to building communities and economies that enhance prosperity for us all.

VIEW THE CAKE SPOT

VIEW THE CHIPS SPOT

VIEW THE CLAY SPOT

Resulting from in-depth research with some of its 115,000 members and business people, the campaign focuses on the art – the skills – that Chartered Accountants apply in a business and social context.

Says Lee White, CEO: “We’ve worked with Joy for some months to conceive, develop and implement the idea behind the campaign.  Chartered Accountants bring a unique perspective to business and community growth.  With their commitment to training, lifelong learning and a strong ethical code, they see both the detail and the big picture.  It’s about aligning the profession for the future and recognising the role of Chartered Accountants as trusted business advisers.”

Says Nicole Milward, strategic partner at JOY: “We wanted to bring to life the value of a Chartered Accountant and we were fascinated by the art they bring to building and transforming businesses. Their education, current and cross disciplined skill set and constant exploration, combined with their ability to see the world through a unique lens sets them up with the capabilities needed to tackle new challenges facing business.”

Using owned channels, an integrated media campaign, and a partnership with Fairfax media in Australia and New Zealand, the campaign targets businesses of all sizes, and potential members.

JOY worked with Heckler and Sixty40’s BAFTA nominated director and creative director Simon Robson, to bring the Art of Prosperity to life.

Says Robson: “Three completely different scripts requiring very different aesthetic approaches for the same campaign, that’s a nice problem to help solve. What unified the brief for Chartered Accountants was the team at Joy really gunning for that tactile, in-camera aesthetic that I love to bring to animation projects like this.”

The creative team at Sixty40 and Heckler devised a multi-disciplinary game plan involving designers, set builders and CG artists to seamlessly weave together in-camera and CG animated elements.

Says Robson: “Having Steve Back, Joy’s ECD encouraging us to push the creative envelope even further, resulted in some of the most creative work I’ve had the pleasure to direct.”

Creative Partner: Steve Back

Music Company: Sonar Music