ABOUT

Objective:

The Intelligent Enterprise Campaign is an initiative intended to position PA Consulting (PA) at the forefront of Artificial Intelligence thinking, and implementation. The aim for the creative was to differentiate PA in a very crowded AI market with a highly distinctive design that was vastly different from the typical consultancy advertising approach.

Creative response:

CODE
PA is unique among global consultancies: comprised of thousands of experts, including strategists, scientists, engineers, and designers, able to deliver end-to-end innovation. The central tenet of PA’s purpose is ‘the power of ingenuity to build a positive human future’.

It was from this human-centric perspective that we felt language should be central to the campaign.

Language is at the intersection of the human and the digital. Language is our interface with digital technology: Javascript; PHP; Python; etc. And—with the rise of large-language-model-based platforms—natural language.

Our idea was to play with the syntax of coding, prompts, and search. Boiling down the brief, we landed on the phrase Next. Made. Real. We called this concept ‘Code’.

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. PA’s vision is ‘digital for humans’.

FOUR-LETTER WORDS
The three, short, staccato words of Next. Made. Real. creates a potent mnemonic phrase.

There is power in simplicity that extends playfully across PA’s capability streams and strategic goals. Samples include:

Fear. Hope. Lead. —C-Suite—a call to courage.
Know. News. Good. —Public Sector.
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.

PLAUSIBLE, NEAR-FUTURE IMAGERY
Development of the campaign creative coincided with the appearance of generative-AI platforms such as Midjourney. Midjourney provided an opportunity to generate imagery with a plausible, near-future component—perfectly targeted to evoke PA’s vision for a positive human future.