CHE launches new campaign for CPA Australia
CPA Australia has targeted the future generation of accountants in a newadvertising campaign to demonstrate the ultimate career advantage provided bythe CPA Program, launching Sunday 6 March.
Developed by Clemenger Harvie Edge (CHE), the fully integrated campaigndemonstrates how the CPA Program sets its members apart and gives them a headstart in their careers – with the tagline “Get the advantage”.
The full campaign will feature a TVC airing from 6 March, as well asintegration across cinema, digital, search, social media, mobile and print.
Bringing the CPA advantage to life, the campaign uses three CPAAustralia members in leading companies in Australia and Asia-Pacific to speakto the audience and illustrate how the CPA Program has provided them with theadvantage, to get noticed by their employers, get ahead of their competitionand ultimately, go further in their careers.
“Chris, Su An, Melissa – each of the three members are at adifferent career stage in leading global organisations. But the one thing theyhave in common is that the value of the CPA Program helped them stand out toemployers,” said Shane Scacco, General Manager – Brand & IntegratedMarketing, CPA
Australia. “They’re not actors — they’re real CPAs telling theirstories; tangible and relevant stories of what the CPA Program has done fortheir career,” said Scacco.
Mike O’Hare, Executive Creative Director at CHE, says the aim was tobroaden awareness of CPA to a younger audience, without sacrificing theprevious campaign’s look and feel.
“To engage its key audience of young professionals, it was crucialwe used CPA Australia members who were at an early stage in their careers. Thismakes the talent more accessible and relevant to the type of people who mightconsider becoming a CPA, helping them visualise their career future,” saidO’Hare.
Highlighting the statistic that over 24,000 CPAs work in senior managementpositions, the campaign also demonstrates the advantage for employers to hire aCPA because it provides someone with the technical skills as well as strategyand leadership – reinforcing the strength and rigour of the CPA Program.
CPA Australia has also set up a campaign website for prospective membersto view videos and access all the information they need to join the CPA Programat cpaaustralia.com.au/advantage.
CREDITS
Agency: CHE Melbourne
Executive CreativeDirector: Mike O’Hare
Creative Director: ErinGallagher
Art Director: RoganBriggs –
Account Director: PaulDodds
Account Services: Garry Hazell
Media Agency: Mindshare
27 Comments
when will the final edit go up? the sound drops out, and music track is missing?
We all have to make stuff like this from time to time, but c’mon fellas why PR it? You’re just embarassing yourselves.
Was that the animatic?
This is as good as it gets for CHE – sad but true
Jason was their last hope. It’s back to basics.
Was this a DMCS brief?
They’ll need this win, as a little bird just told me they’ve lost a $10m TQ project!
In the advertising world’s equivalent of Guantanamo Bay, that spot is played 24/7. Only pausing for when Hamish starts up on the waterboarding.
oh god. I can’t think of anything worse that working on that campaign. I need a shower just having looked at it.
oh dear, its a brief with pictures to a script written by the client.
CHE.
You should be ashamed of yourselves.
My god that’s awful.
1.58 if you have to make this stuff from time to time then I take it you too work at CHE. No self respecting agency would produce anything this bad no matter how much you pay them.
Notice the seamless social media integration too. Stick a Facebook logo on the ad…
I guess it’s easy to bag, but the question really is why would anyone PR this work?
Get noticed? Shame the ads wont!
Is this an internal Powerpoint presentation? If so it still sucks.
One small step for CHE, one giant leap back for CPA.
I think they need some #tigerblood
Get the advantage – put client on large retainer, take advantage of inexperienced marketing team and PR the fuck out of a poor campaign.
Well done CHE – I think you may have a few spiders in the fuel tank again.
Some are saying this integrated campaign isn’t even good enough to be labeled as CRAP. Well, I’m sticking up for these guys and saying it is.
I can only assume CHE keeps its windows open 24/7 to let out the stench.
The article states that Chris, Su, An and Melissa (the featured talent in this campaign)
are not actors, but real CPAs. However, nowhere does the article mention whether or not the Creative Director on this campaign is real or just acting like one. Based on this atrocity, one can’t help but wonder.
When I do something embarrassing I like to bring attention to it, be it accidentally pooping my pants or intentionally pooping my pants. Saying that, will you hire me Mike? I think I’ll fit in perfectly at CHE.
I can see corn in this campaign.
Well, I’m not surprised CHE keeps churning out garbage. This wouldn’t happen if Erin Gallagher, who is one of the best in the business, was appointed Creative Director and put in charge of this campaign.
6:36 open your eyes, man. Erin Gallagher IS the Creative Director on this campaign.
Hey 6:36, Erin Gallagher is credited as the Creative Director of this campaign. Read before you type next time.
I’ve seen this campaign before. It was sitting under a tree and was warm to the touch.
Keep up the great work Erin. Don’t pay any attention to these negative comments.