PA's Next Made Real Campaign

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.