The Brief
How can we help position KPMG as a global leader in AI?
The Solution
Cut through the hype surrounding AI with a bold yet simple proposition that will stand out against the mass of corporate communications.
Background
KPMG’s overarching goal was to increase awareness of its AI capabilities, particularly among a C-suite audience, positioning the organisation not just as a consultancy firm, but as a leading technology brand.
They required a simple, flexible solution that could be easily adopted across the organisation’s global member firms while remaining impactful. We provided a flexible framework that could be tailored to different markets while still aligning with KPMG’s global AI vision.
This included crafting a consistent positioning, messaging, and visual identity that resonated universally and had the flexibility to adjust for different audiences and channels.
We spent time understanding the key KPMG proposition around AI, speaking to internal experts across the world. Extensive competitor research helped us identify ways in which KPMG could stand out from the professional services crowd on AI.
Our Approach
“You Can with AI” captures the endless possibilities AI offers, especially when KPMG is your guide. As KPMG’s most important strategic marketing initiative of the year, the global campaign was designed to elevate awareness of KPMG’s AI capabilities while differentiating them as clear, trusted leaders in the industry.
Our approach strips away the jargon and makes AI feel easy, accessible, and full of potential while positioning KPMG at the forefront of AI innovation.
It’s playful, human and allows KPMG to showcase its leadership in cutting-edge technology while honouring its rich heritage as trusted, human-centred advisors.
At the heart of the campaign is a rotating ‘wheel of fortune’ revealing different things that you can do with AI and KPMG. It’s a simple yet effective mechanism that can be easily used and adapted by member firms within their market.
With flexibility across formats—from global adverts to a hero film leveraging the latest AI technology—the campaign’s central idea brings KPMG’s vision to life and underscores its unique approach to AI, which is accessible and empowering for clients everywhere.
Campaign Activation
We developed a flexible campaign proposition and strategic framework that could be easily rolled out across multiple formats, whether video, out-of-home, print or digital activations.
For the film that sat at the heart of the campaign, we wanted to put AI front and centre. After an extensive, and rather fun period of experimentation, we landed on our solution. A true blend of human craft and the latest tools in generative AI, enabled us to create near-impossible transitions between the frames. The process became a careful house of cards, seamlessly stitching footage together with continued hand-touched finesse to give it that extra level of shine. But most importantly staying true to the core idea – show (and feel) the potential AI can bring.
We also developed a global toolkit and best practice guides so member firms could successfully execute the campaign in their market. For the hero film, we created an editable template that could easily be adapted to translate the film into different languages around the world. This ensured that markets around the world felt ownership of the campaign in their market and made sure ‘You can with AI’ was relatable and consistent no matter where it was seen.
“How do you create something that works across different markets, languages, cultures…but still gets people excited about your brand? A big challenge, but the team delivered. With brilliant support from KPMG who were hungry to do something different.”
Paul Mallaghan Director of Creative Strategy & Content, We Are Tilt
