Accenture’s brand platform, “Let There Be Change”, launched in 2020 and recast change not as a threat but as an opportunity. The business had the unique competitive advantage of being able to deliver complete business transformation at speed and scale. In 2023, the urgency for total transformation had only increased, so Accenture doubled-down on change with bold new creative. The global professional services company needed to inspire business decision-makers to embrace change and see Accenture as their partner that can help them create new value.

A tale inspired by “the walking tree” in Central and South America that is said to change its entire location in search of sunlight. The film highlights the bold power of seemingly impossible change.

Accenture’s primary audience are global business leaders at the world’s largest companies. These business decision-makers were facing the convergence of dramatic disruptions of economic, social, geopolitical, health, climate and technological forces. While most competitors offered fewer services, Accenture had more capabilities for total enterprise reinvention. We used this as our springboard for telling a story of big imaginative change that provoked our audience, “Where could reinvention take your business?”

Our strategy was to drive awareness and understanding of Accenture and our offering among C-Suite and business decision-makers wherever they were consuming video content. Therefore, we utilized a mix of channels including linear TV, online video platforms, endemic business publications and social channels. Accenture is outspent by the category so in an effort to make outsized impact we featured Tree in concentrated, high impact, breakthrough media placements across two tentpole moments, the PGA Tour Championship and Global Citizen broadcast.

Since campaign launch, 'Tree' has garnered: 152M total earned (PR) media impressions 87M total impressions across digital and social. And it made an impact with business decision-makers where key messages (e.g., a partner for reinvention, transformation, and driving change) performed higher with our audience than our top competitors’ messages in film.