Scope
ICAEW aimed to promote its professional qualifications and CPD courses to accounting professionals aged 25-60. The campaign sought to increase course sign-ups, position ICAEW as the top choice for accounting education, and differentiate the brand from competitors. The creative challenge was to add a human touch to the campaign, making it relatable and engaging while maintaining a professional tone.
Services
# Campaign Visuals
# Campaign Headlines
# Campaign Strategy
Assets
# OOH Adverts
# Social Cards
# Videos
# Printed Collatera
# Search Display Ads
# Event Collateral
Approach
The creative design featured authentic images of real people, portraying individuals or groups in natural, relatable poses. Each image was paired with clever, personalised headlines that matched the pose or expression of the subjects, adding a warm, approachable feel. This creative approach stood out in a field often dominated by sterile and overly corporate visuals. The campaign spanned digital and print channels, with striking ads tailored for social media, industry publications, and event spaces, ensuring consistent messaging and impactful design across platforms.
Outcome
The creative campaign successfully repositioned Kinexio with a fresh, confident voice and a visually striking identity that set it apart in the market. With headlines like “No more hiding” and “Show the full potential of your properties,” the messaging resonated with audiences and delivered results, proving that humour, honesty, and clarity can drive real commercial impact.