Chartered Accountants launches 'Make Epic Things Happen' platform via Connecting Plots

Connecting Plots has teamed up with Chartered Accountants ANZ to launch the platform, Make Epic Things Happen, to encourage a younger generation to pursue a career in accounting.

As consideration for the profession and student enrolment in accounting degrees at universities have declined, the platform aims to reverse this trend.

"This is a marathon, not a sprint," Chelsea Wymer, Chartered Accountants ANZ chief marketing officer, said. "From launching partnerships with Year13, YES and Explore Careers to establishing this new platform, we are still in the early stages of a much longer journey to change perceptions and drive consideration of a career in accounting."

Through qualitative research, Connecting Plots discovered that students don’t think a whole lot about their future profession, nor do they know or care much about accountancy. But they are incredibly passionate about their interests, which are wide and varied.

The task at hand for the creative agency was to show them how a career in accounting could help turn these passions into their career.

"From out in the field to festivals, from global conservation to gaming, the new campaign provides context for the real work of accountants that our audience can understand, relate to, and aspire to become," said Connecting Plots creative partner, Matt Geersen. "We wanted to inspire the next generation to see that people in accounting make epic things happen every day."

The new work launched in cinemas in July ahead of the Deadpool & Wolverine premiere.

The campaign will continue to roll out across careers events, online video, YouTube, Meta, Instagram, and TikTok, OOH, and targeted display media over the coming months.

CREDITS

Client: Chartered Accountants Australia & New Zealand
Chief Executive Officer: Ainslie van Onselen
Chief Marketing Officer: Chelsea Wymer
General Manager, Brand: Rachael Rankin
Head of Brand & Creative Services: Al Gounder
Senior Manager, Brand: Jess Elwood Smith
Creative Lead: Michaela Ashford
Creative Agency: Connecting Plots
Chief Executive Officer: Tom Phillips
Chief Creative Officer: David Janson
Creative Partner: Matt Geerson
Senior Art Director : Alexa Burchell
Senior Copywriter: Lisa Jackson
Integrated Strategy & Planning Partner: Tim Collier
Client Services Director: Emma McJury
Group Account Director: Dan Larcombe
Account Director: Roshani Mehta
Creative Operations Director: Sarah Miller
Freelance Stills Producer: Emma Shaw
Production Company: Killa Kreative
Director: Darwin Schulze
Executive Producer: Louella Campbell
Assistant Director: Adam Saunders
Producer / 1st AD: Zac Perry
Photographer: Toby Burrows
Media Agency: Involved Media