29th October 2007
Big Communications produces viral campaign for ICAEW
Big Communications has used two of the UK's hottest young film directors to help create a major new viral campaign for the Institute of Chartered Accountants in England and Wales (ICAEW).
The award-winning advertising agency turned to duo Tom Shrapnel (grandson of Hollywood actress Deborah Kerr) and Rory Lowe for the four 15-second virals to support a major student cinema advertising campaign which launches later this month. The campaign highlights how students can get ahead in business thanks to the ACA - the ICAEW accountancy qualification.
Formerly at the Glasgow School of Art, Shrapnel and Lowe, better known as Tom and Rory, arrived on the scene last year after winning Gate Film's Director 2006 competition. Since then they have gone on to direct a series of advertising campaigns for Gate Films as well as scoop a handful of top awards. They have also recently been included in the New Directors Talent Reel for leading commercials magazine - Shots.
The concept behind the series of hilarious virals is the brainchild of Big Communication creatives Richard Davis and Craig Buzzel (or ‘Dickie and Buzz' to those in the industry), best-known for their work on the hugely popular WKD TV commercials.
Says Inga Morris, Account Director at Big Communications: "We are trying to get across to students that if you want to get ahead in business it's vital to speak the right language, which is the language of finance. And the best place to learn that is with the ICAEW."
According to a recent study, over 85% of FTSE 100 companies had a board member with an ICAEW qualification.
Adds Sue Best, Head of Marketing at the ICAEW: "The ICAEW is keen for students to understand the benefits that an ACA qualification can offer for their future careers. I am confident these virals, and the messages they contain, will really help to get that message out to students in the UK."
The virals follow a major national press advertising campaign launched by Big Communications on behalf of the ICAEW, under the straplines ‘A Cut Above' and ‘A Competitive Advantage' earlier in the year, aimed at businesses.
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