Deloitte promotes diversity and inclusion in ‘Many Voices, One Song’ campaign via Y&R Sydney
In its first campaign from Y&R Sydney, Deloitte features its own employees and Melbourne community choir, ‘THE CHO!R’, to spread the message about the importance of diversity and inclusion.
The film showcases how disjointed organisations, communities and businesses would be if certain groups didn’t have a voice. The campaign will be used internally as well as highlighting how Deloitte can help other businesses meet their diversity, inclusion and leadership needs.
Says Deloitte Chief Marketing Officer, Matt McGrath: “It has been very exciting to do something that’s really fresh and different. Deloitte is one of Australia’s most innovative businesses, we always want to push boundaries and we believe this film says something new and different and that it will resonate with all Australians.”
Adds Margaret Dreyer, Senior Partner and Deloitte’s National Diversity & Inclusion Leader: “It is our firm belief that our values of respect and inclusion enable us to deliver the very best solutions to solve our clients’ most complex issues.”
The project elicited passion from all involved. Says Associate Creative Director Jeremy Hogg, Y&R Sydney: “In the world we live, there literally cannot be enough of these types of messages. We are proud to partner with Deloitte to produce something as powerful as we have.”
The piece was directed by The Sweet Shop’s Youness Benali, who said it’s a project close to his heart: “I’m a Swedish man, raised in Stockholm, but I’m not blonde and my eyes aren’t blue. I don’t look like the stereotypical Swede, because I was born to Moroccan parents. Diversity has always been at the centre of my life and I offer my utmost respect to Deloitte for championing and shining light on the huge importance of diversity.”
Agency: Y&R Sydney
Chief Creative Officer: Paul Nagy
Creative Directors: David Joubert, Jeremy Hogg, and Richard Shaw
Copywriter: Tina Funder
Group Account Director: Aaron Swan
Senior Account Manager: Stef Barry
Account Manager: Sannidhi Mehta
Production Company: The Sweet Shop
Director: Youness Benali
Producer: Zena Bartlett
Executive Producer: Edwards Pontifex, Loren Bradley
Managing Partner: Wilf Sweetland
DoP: John Toon
Music
Composer: Benjamin Lycke
Choir Master: Johnathon Welch
Nylon
Executive Producer: Karla Henwood
Sound Engineer: Stuart Welch
Producer: Emma Hodge
Producer: Zabrina Wong
Client: Deloitte
Senior Partner & National Diversity & Inclusion Leader: Margaret Dreyer
Partner & Chief Marketing Officer: Matt McGrath
Diversity & Inclusion Communication Manager: Adrian Letilovic
Content Writing Manager: Emily Emmerson
Head of Digital Marketing: Junna Massey
Content Marketing Manager: Shivaun Hales
Senior Consultant, Social Media & SEM: Rebecca Dyce
Designer, Deloitte: Briana Russell
34 Comments
Lovely film but who are Deloitte advertising to with this?
What is the world coming to? It’s gone bonkers.
Oh my, I cringed so hard I think I broke my cringe bone.
Assuming this is an internal piece?
Lovely job.
Thats really cool
Could have been bad, but they really pulled it off
An excellent bit of branding
(no i dont work for Y&R)
Beautifully made piece. Absolutely can’t fault the film-making or the creative response to the brief.
But…. geez, what’s going on? What on earth is the strategic purpose of putting this message out into the world? A very strange decision from the CMO of Deloitte.
DOWN WITH BIG BROTHER!
DOWN WITH BIG BROTHER!
DOWN WITH BIG BROTHER!
Funny how Deloitte employs an ad agency to do this work. Couldn’t the new ‘Creative Powerhouse’ headed by ex- McCann Melbourne people had a crack at this? Or it is not all what it seems?
@ Cheese, I agree with you. It broke more than my cringe bone.
This is pure corporate corn fest.
Isn’t the client’s CMO an ex-Y&R dude?
Do you think they hired Mills and Co to do their own ads?
Or perhaps they hired them to actually MAKE them money
Yeah, I like this. Simple building message that keeps you watching.
Although, I was still waiting for Mad Max to enter the Melb Uni car park.
I am not a fan of Deloitte, as I know many in that organisation, or may have slept with many also. Pillow talk showcases the reality compared what it wants to be perceived.
LOL like they hired a creative services arm to MAKE money! One Deloitte Consulting audit would make more money than a year of creative services. We get paid in AWARDS not MONEY. You should know that.
Congratulations on the 1000th reincarnation of an ad everyone has seen 1000 times.
YR too expensive to do the Behind the scene video?
I’d prefer them all to wear white
… if the choir were mannikins and a pack of chainsaw wielding clowns ran in to make diversity soup.
Ok, so let me get this. Deloitte ransacks a creative agency like McCann, hiring all their best people (at the time), but, still needs to outsource their own creative to a ‘traditional’ agency like Y&R? Are you kidding me?
and why do you think they want awards? to MAKE more money
Client approved this. Actually maybe Matt wrote it too
Lovely film but who are Deloitte advertising to with this?
Impossible to really tell what was happening in this, there was too much pretentiousness in the way.
Good to see there was a writer involved. NIce one Tina.
‘The film showcases how disjointed organisations, communities and businesses would be if certain groups didn’t have a voice.’
No it doesn’t.
Ad agencies are worried about the consultancies coming after them. Why exactly?
So bad.
this was done by an ad agency mate
Can we please stop using the UniMelb carpark the cliched 1984-esque ads?
What utter ad-land garbage.
But I really hate this piece of bullshit
What, exactly, has the world come to?
This is embarrassing
This is embarrassing