You Can With AI
The Brief
Position KPMG as a global leader in AI — in a market where everyone is claiming the same thing
Every professional services firm was talking about AI. Most were saying the same thing, in the same way, to the same C-suite audience. KPMG needed to do more than join the conversation. They needed to own it — with a campaign bold enough to cut through the noise and flexible enough to work across every market in the world.
The Solution
Strip away the jargon. Make AI feel possible
A campaign built on a single, disarmingly simple idea: You Can With AI. Not a technical explanation. Not a capability deck. A provocation that makes the audience feel the potential before they're asked to believe in it.
Hero Campaign Film — You Can With AI
Background
KPMG’s AI capability was outrunning its reputation. The cost was commercial.
The professional services category was spending billions positioning around AI — and the messaging had become indistinguishable. KPMG’s internal data showed that despite significant investment in AI capability, market perception of their technology leadership lagged behind key competitors. The gap between what KPMG could deliver and what clients believed they could deliver was costing real revenue.
KPMG's ambition was clear: increase awareness of their AI capabilities among C-suite decision-makers and reposition the firm not just as a consultancy, but as a leading technology brand.
But they needed more than a message. They needed a system — a flexible, scalable framework that could be adopted by member firms across the globe while still landing with impact in every market.
We spent time with KPMG's internal AI experts across the world, understanding the depth and breadth of their proposition. Extensive competitor research confirmed what we suspected: the category was drowning in complexity. The opportunity was simplicity.
Our Approach
Make it playful. Make it human. Make it unmistakably KPMG.
"You Can With AI" captures the endless possibilities AI offers — especially when KPMG is your guide. Our approach strips away the jargon and makes AI feel easy, accessible, and full of potential, while positioning KPMG at the forefront of innovation.
It's playful and human, allowing KPMG to showcase its leadership in cutting-edge technology while honouring its heritage as trusted, human-centred advisors.
At the heart of the campaign sits a rotating 'wheel of fortune' — a simple, compelling mechanism revealing the different things you can do with AI and KPMG. Easy to understand. Impossible to ignore. And critically, easy for member firms to adopt and adapt within their own market.
Campaign Activation
A true blend of human craft and generative AI — where the process became the proof
We developed a strategic framework and campaign proposition designed to roll out across multiple formats — video, out-of-home, print, digital activations.
For the hero film at the heart of the campaign, we wanted to put AI front and centre. After an extensive period of experimentation, we landed on our solution: a true blend of human craft and the latest tools in generative AI, enabling us to create near-impossible transitions between frames. The process became a careful house of cards — seamlessly stitching footage together with continued hand-touched finesse to give it shine.
But most importantly, staying true to the core idea: show the potential AI can bring. Don't just talk about it. Feel it.
Global Toolkit
Built to scale — designed for every market to make it their own
We also developed a global toolkit and best practice guides so member firms could execute the campaign in their market. For the hero film, we created editable templates that could be adapted to translate the film into different languages worldwide.
This ensured that markets felt ownership of the campaign and that 'You Can With AI' landed as relevant and consistent wherever it was seen.
Key Project Assets
Hero Campaign Film
A global anthem blending human filmmaking with generative AI to create a film that doesn't just talk about AI's potential — it demonstrates it. Editable templates enabled translation and adaptation across global markets.
Rotating 'Wheel of Fortune' Mechanism
The central creative device of the campaign — a simple, dynamic reveal showing what's possible with AI and KPMG. Designed for flexibility across formats, channels, and cultures.
Global Campaign Toolkit
Strategic framework, best practice guides, and templates enabling member firms worldwide to execute the campaign consistently while making it their own.
Real-World AI Use Case Films
Bold, story-driven films bringing KPMG's actual AI work to life — templated for global rollout and localisation across international markets.
Campaign Impact
The campaign cut through a crowded, jargon-heavy category and repositioned KPMG as the leading professional services firm for AI. Early data from the first two markets alone confirmed the strategy was working — and the numbers spoke for themselves.
Project Insights
From noise to number one
In a market where every firm was claiming to lead on AI, KPMG chose a different path. Rather than matching the noise with more jargon, they stripped it back to something genuinely human. The result was a campaign that didn't just communicate AI capability — it made people feel it.
The story here is about the power of simplicity at scale. A single idea, executed with craft and conviction, that gave a global organisation the tools to show up differently in every market. You Can With AI became more than a campaign — it became a rallying cry.
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
