ARt direction — Copywriting — creative
Accenture’s Account Based Marketing Team (ABM) needed our help with creating a campaign and assets which they could use to talk to their Lion account team.
The Brief:
The objective of this campaign was to help Accenture solidify their relationship and partnership with the Lion account. We needed to produce two concepts that would showcase one team, working in unison to challenge and inspire Lion’s business.
Our copywriter and I joined a group brainstorming session on Mural and were tasked with developing a messaging framework and creative.
Concept one idea based on the use of the word sociability
Concept one:
This idea started off by noticing the word ability within Sociability. A word Lion use heavily within their marketing materials. This allowed us to form a narrative, where Accenture enhance the ability, the talent, tech, cloud, and innovation for Lion to succeed in its business goals. We then gathered some keywords that would extend on this and help tell our story.
We wanted to visually mix the social and the ability, to highlight the greatness Accenture bring and how it aligns to Lion’s business goals. Mirrored compositionally, it shows that they are in sync as a partnership.
The three pillars combined help tell one story of Connecting Telstra to Tomorrow.
CONCEPT TWO:
The second concept was all about the ingredients that unlock excellence across the business. Using the products and labels to tell a story of how Accenture are delivering innovation and growth for Lion. It was about spelling out the key components that power tech-lead transformation. Simple photography and typography gave this a modern, yet elegant feel.
The solution:
The client picked concept two and liked how we could tailor messaging to fit the products. This was then rolled out throughout their marketing collateral, helping Accenture support Lion in becoming the industry leader.