Accenture
at global citizen
The Opportunity
When 60,000 people gather for great music around a common goal, how can we stand out in a crowd?
That was our mission at Global Citizen Live 2022 in New York City's Central Park: grab the attention of concertgoers and changemakers to raise awareness of Accenture's work around sustainability.
“+ Creative Direction (Photo)
+ Style
+ Branding”
the t-shirts
“We set out to tell our innovation stories by reimagining the one thing every concert goer wants: the band T, making it a vehicle for storytelling and case studies.”
With bands name derived from the ethos of a selection of our A-Z Stories, 10 shirt fronts were carefully and cleverly designed to tie back to each initiative, with the shirts then being sold in exchange for donations to Save the Children.
From using AR to help save the coral reefs, to utilizing VR to prepare formerly incarcerated individuals for finding sustainable employment, our stories emphasize Accenture’s innovative initiatives and exceptional client work.
“
Ten sustainably printed shirts, creatively designed and showcased on Accenture employees, were distributed at the Global Citizen Live event. A simple $10 donation allowed attendees to own these unique shirts, supporting Save the Children.”
“Each shirt featured a unique QR code on the back, guiding concert-goers to our careers site. There, they could explore Accenture’s groundbreaking work and even apply to join our innovative team.”
Social
Our shirt designs became a vehicle for storytelling as we took charge of Accenture's Instagram channel for a week, expanding the reach of these narratives far beyond Central Park.
“Through our collaboration with Global Citizen, we captivated a staggering audience of 170 million worldwide, resulting in an impressive 450% increase in traffic to Accenture’s careers site.
”
The Festival
We created eye-catching and eco-friendly booths that stood out from the mundane kiosks, catering to both front-of-house attendees and back-of-house VIP clients.
“These innovative booths were designed to be sustainable and reusable, leaving a lasting impression.”
Reached 170 million worldwide
+450% Traffic to Accenture’s careers site
Reached 170 million worldwide +450% Traffic to Accenture’s careers site
Team
Creative Directors
Tony Rizzuto
Creative Leads
Vicki Nadal
Project Managers
Cheryl Rucker
Ashley Chen
Photography
Paul McGeiver, Droga5
Art Director
Parker Luchetti Harrington
Designers
Ben Bursell
Jameel Newkirk
David Reid
Elaine Stroumboulos
Production
Mildred Luciani
Stephanie Duncan
Senior Copywriter
Alexis Senior
Environmental Design
James Chang
Client Partner
Victor Erdos
Video
Karey Cannon
Mark Freiburger
Carlos Hidalgo
Grace Lerman
Wyatt Minton
Peter Ostebo
Channing Williford