Disrupting The Bear Campaign

Designed by Deloitte's In-House Team

 

"An intelligent, engaging and immersive campaign that synthesizes omni-channel design in an unexpected, yet intentional experience. It consistently communicates a core idea grounded in strong symbolism, while executing creative variations through clever copywriting, focused imagery and impactful integration with both digital and physical environments. This is an outstanding example of how design thinking can truly transform a traditionally objective theme into a bold and captivating activation.

— Mari Chijiwa, Judge

 

This demand-generation initiative successfully positioned Deloitte as a leader in helping clients proactively plan for a future economic downturn and build a foundation of strength to grow from when the economy rebounds. Bear and forest imagery was used with a subtle financial line graph visual tying in Canada’s well-known wilderness with an economic/business focus. Massive market impact was achieved through the fast delivery of insights through podcasts, digital promotions and physical takeovers of multiple key office locations across Canada with print and digital signage. Designs were activated nationally in 12 internal offices with over 7,500 footprint impressions. The external UPX campaign achieved higher click-through rates on digital ads than competitors, accompanied by 35,000 daily impressions of physical signage with the audience totalling 3,920,000 physical impressions over the span of the campaign.

 

CREDITS:

CREATIVE DIRECTOR: DEB PETERSON

LEAD DESIGNER: JOSH MANDUCK

GRAPHIC DESIGNERS: YUKA SEIRIKI, JESSICA DEVAAL, LAURA TUTTLE

COPYWRITER: ANDREW GALE  

VIDEO PRODUCER: MAURIZIO CHEN