Chartered Accountants Australia and New Zealand has launched a new, three-part CGI campaign designed to highlight the value that chartered accountants bring to business.
‘The Art of Prosperity’ consists of three stories and was created with Joy Agency and Heckler and Sixty40’s BAFTA-nominated director, Simon Robson.
“Three completely different scripts requiring very different aesthetic approaches for the same campaign, that’s a nice problem to help solve,” said Robson, creative director at Sixty40.
“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,” says Nicole Milward, strategic partner at Joy in a statement.
The creative team at Sixty40 and Heckler devised a multi-disciplinary game plan involving designers, set builders and CG artists to blend in-camera and CG elements.
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.
The result of research with some of the association’s 115,000 members the campaign aims to educate the market on the art and the skills that chartered accountants apply in a business and social context.
Lee White, CEO of Chartered Accountants Australia and New Zealand said via statement: “We’ve worked with Joy for some months to conceive, develop and implement the idea behind the campaign.
“It’s about aligning the profession for the future and recognising the role of chartered accountants as trusted business advisers.”
Creative Partner: Steve Back
Art Director: Scott Zuliani
Copywriter: Roy Leibowitz
Copywriter: Dan Barret
Integrated Producer: Oscar Birken
Integrated Producer: Stephanie Beattie
Strategy Partner: Nicole Milward
Account Director: Erin Parry (nee Daley)
Account Manager: Sophie Van Geldermalsen
Production Company: Sixty40
Director: Simon Robson
Executive Producer: Will Alexander & Bonnie Law
Live-Action Producer: Catherine Warner
DOP: Simon Higgins
Post Production & VFX: Heckler
Post Producer: Adrianna Spanos
VFX Supervisor: Jamie Watson
Lead 3D: Tom Corbett
Lead Compositor: Maxence Peillon
Editor: Alex Vivian
Colourist: Greg Constantaras
Composers: Alejandro Gomez, Matteo Zingales, David McCormack
Producer: Sophie Haydon
Music Company: Sonar Music