MUSE Gold

2024

PA's Next Made Real Campaign

Entrant Company

PA Consulting

Category

Best Agency Awards - Best Marketing Campaign

Client's Name

PA Consulting

Country / Region

United Kingdom

The campaign positions PA at the forefront of digital transformation, with an emphasis on AI. While supporting PA’s digital, data, and AI capability stream, it recognises that other capability streams are impacted. The rise of AI in 2023 introduced urgency, complexity, and opportunity. How does PA position itself, to engage in client conversations around digital, data, and AI?

Creative response:
The central tenet of PA’s Purpose is: ‘We believe in the power of ingenuity to build a positive human future’. PA is the only company with the range of expertise to deliver end-to-end innovation. Our global organisation is comprised of thousands of experts, including scientists, engineers, and designers. While we acknowledge the anxiety inherent in technological change, we stubbornly put the human first.

It’s from this human-centric perspective that we saw ‘language’ as the intersection of human and digital worlds. Language is the human interface with digital technology: Javascript; PHP; Python; C#... And — with the rise of large-language-model-based platforms — plain English.

Our concept plays in this space, using the syntax of coding, prompts, and search. We call this concept — ‘code’. Its strapline is ‘Next. Made. Real.’

next — the future / an imperative.
made — turning hype into reality.
real — an end product / finding real value.

‘Real’ is the antithesis of ‘artificial’ intelligence; ‘fake’ news; ‘deepfakes’; ‘virtual’ worlds and ‘online avatars’. Our vision is ‘digital for humans’.

Three, short, staccato words create a mnemonic phrase. There’s power in simplicity that can extend playfully across PA’s capability streams:

• FEAR HOPE LEAD — C-Suite (a call to courage)
• KNOW NEWS GOOD — Public Service
• BANK TIME SAVE — Financial Services
• KIDS PLAY SAFE — Cyber Security

The third word, a PA outcome, is highlighted in PA-red. Each ‘code’ is typeset in a monospaced block, set within a white ‘pixel’. Each ‘pixel-code’ centred over an image.

Our creative coincided with the first Generative-AI platforms, which enabled imagery with a plausible, near-future component; projecting our vision for a positive human future.

Credits

CMO / PA Consulting
Jo Scarlett
Head of Campaigns / PA Consulting
John O'Neill
Campaign Marketing Manager / PA Consulting
Elishia Beesley
Head of Campaigns / PA Consulting
Bill Cameron
Head of Creative / PA Consulting
Andrew Peach
Creative Lead / PA Consulting
Jon Ashby
More Gold Winners
Experiential & Immersive
2024
MUSE Advertising Awards - Taste of Finland
The Long Drink

Entrant Company

Good Conduct

Category

Experiential & Immersive - Promotions & Stunts

Country / Region

United States

Video
2024
MUSE Advertising Awards - Swell
Lords of Discord

Entrant Company

Producer

Category

Video - Music Video

Country / Region

United States

Event
2024
MUSE Advertising Awards - TEAPLUS OOHLONG LEMON HONEY

Entrant Company

The Pixel One Production Co.,Ltd.

Category

Event - Event / Other___

Country / Region

Thailand

Video
2024
MUSE Advertising Awards - Rap Battle, Elimination of bribery in healthcare

Entrant Company

HARMERON HUNGARY KFT.

Category

Video - Youth Audience (NEW)

Country / Region

Hungary

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy