COPywriting — strategy — art direction — creative
Accenture wanted to update their cloud computing page and give it a completely new look, that promoted the benefits and potential.
The Brief:
The Cloud Computing site and offering needed an overhaul. The content was focused on introducing the cloud or cloud migration, but we needed to shift the conversation ahead to the benefits and its potential. I was tasked with creating one concept, which would be put forward with two others.
The premise here is that there is beauty in the cloud. It can do so many things. Its not a one trick pony. Its multifaceted, multi dimensional and powerful.
The idea:
Unlike the competition, who still talk about moving, lifting, and shifting to the cloud, I wanted to position the offering around what it can do, and its benefits.
You often hear that the Cloud is difficult, daunting, and complex. I guess in the wrong hands, yes. But with years of experience and expertise, Accenture make it easy. Much like change, complexity can be beautiful. It’s all around us, benefiting people and industries alike. Think architecture, nature, art, cities etc.
So, I say the Cloud is complex, and that’s ok. It’s a good thing. We shouldn’t shy away from it; we should embrace it and all its parts. It’s how we innovate. Colourful images of complex and beautiful things are presented within the word, reinforcing the headline.
To help sell the creative in, I wanted to produce a quick teaser video in After Effects.
Complexity can be beautiful, powerful, connected and transformative. It’s all around us, benefiting people and industries.
Updated website with new copy and visuals. I also changed the navigation to be more about the benefits and potential.
The solution:
We ended up with a headline that would provoke and pull readers in. We added something uniquely different to accepted ways of thinking, to help stand out in a crowded marketplace. The creative celebrated the beauty in complexity and allowed us to tell stories of how we are driving digital transformation through cloud.
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