SomeOne launches global campaign for PA Consulting

The work by the global design agency aimed to attract new clients, explain PA Consulting’s ethos and also inspire staff. SomeOne sought to achieve this by highlighting the organisation’s purpose of ‘Bringing ingenuity to life’.

Utilising the idea of individuals who bring ingenuity to life at PA, the campaign was made colourful and human-centric by combining real-life roles with artisanal crafts. This concept underlined PA’s credentials as a consultancy which proudly hires and employs a wide portfolio of talent.

Rich Rhodes, executive creative director at SomeOne, says, “Our research uncovered a sector awash with standardised messaging and generic visuals. This highlighted the need for a fresh campaign that wouldn’t fall into category cues.”

Attempting to bring charm to what was deemed a charmless category, a keen emphasis was placed by SomeOne on the campaign’s tone of voice. Playing to an international audience, the design agency made use of well-known sayings that were centred around people’s names.

Following a meticulous set build, photographs were taken which were then brought to life via animation, allowing them to work in both printed media and on digital screens. The resulting campaign hopes to emphasise thoughtful processes, innovative mindsets and attention to detail, with each scene promoting a product or feature of PA’s unique approach. 

Rhodes adds, “The two main challenges were to deliver the strategy of 'Bringing ingenuity to life' and stand out from the crowd. We chose the bold aesthetic to engage PA's audiences externally and excite PA's workforce internally.”