BDO needed to transform how its employer brand connects with Gen Z and reposition accountancy as a relevant, engaging and meaningful career choice.

Two audience insights that we took into creative:
- Audience insight revealed that Gen Z and Gen Alpha are driven by self-expression and purpose, but are also highly sceptical of classic corporate messaging.

- While they are open to a wide range of careers, they often
disengage from sectors that feel inaccessible and overly formal.

Which revealed that:
Gen Z rejects how the industry presents itself.

The original campaign tagline was: “Beyond the Ordinary”. Throughout the creative exploration, we decided to define how BDO is “Beyond the Ordinary”.

This led us to the concept of:
“Big enough to matter, (The work you do
and impact you have)

personal enough to care.” (The things that matter to
the individual: the people, culture and benefits.)

That is what it means to be "Beyond the Ordinary."

Our creative shift was underpinned by a visual mechanism:
the original, dynamic brand tapestry of layered
and geometric shapes.

The creative:
This visual system was fundamental in connecting with a Gen Z audience that “lives for chaotic customisation”, to showcase individuality and embrace authenticity.

And our concept then became our headline mechanism:

The two infinitive verbs are part of infinitive phrases that
serve as complements to the adjectives (big and personal),
and can be flexed and played with to create our headlines.

“Big enough to matter, personal enough to care.”
to dream to believe
to lead to inspire
to deliver to understand