CPA Canada breaks national campaign
CPA Canada of Toronto has begun a new advertising campaign intended to counter the image of accountants as "boring." The $5 million national campaign, developed by DentsuBos, seeks to use humour to illustrate the range of roles played by chartered professional accountants. It is also intended to raise awareness of the organization's professional designation. The campaign is aimed primarily at senior business executives.
"The stereotype is addressed head on and promptly turned upside down," said Sébastien Rivest, chief creative officer at DentsuBos Canada. "This provides an effective platform from which to demonstrate the real-world impact and value of Canadian CPAs. The campaign profiles dynamic CPAs who are shattering the 'boring' stereotype every day. It kicks off with a high-energy TV spot and also will include multiple print, out-of-home and online video examples of the exciting and sometimes unconventional roles that CPAs play."