Chartered Accountants release challenging student campaign shot on Canon 5D stills camera

Rhodes Shapter, Sydney has released a new campaign for client the Institute of Chartered Accountants in Australia telling students that the Chartered Accountants qualification is “the toughest of its kind” – and the most rewarding.

The multi-touchpoint campaign is spearheaded by a tvc which the agency claims to be the first Australian TVC shot entirely on the full HD video mode of the Canon 5D stills camera.

Dale Rhodes, creative director of Rhodes Shapter, says the technologyhas huge advantages. “Image quality is sensational, and the stillscamera opens up the use of spectacular stills lenses – including shiftand tilt lenses for unusual focus effects”, says Rhodes.

Also, production is far simpler and more economical because of thelightness of the camera. “You can get into more places more easily -with far fewer people.” Handy when shooting at minus 15 degrees infifty knot winds on the top of a mountain.

The campaign encompasses television, online, print, DM sponsorshipopportunities and events and positions the Chartered AccountantsProgram as the “most challenging, most rewarding” qualification.

The campaign shows young people taking on a range of challengingendeavours including marathon running, open ocean sailing andmountaineering. It then talks about “rewarding you for life” as a youngcouple savours the fruits of their labour in London.

Graham Meyer,CEO of the Institute, says the strategy behind the campaign is to givethe Chartered Accountants designation a highly differentiatedpositioning in the marketplace:

“We worked closely with RhodesShapter to develop a positioning that would set us apart,” says Meyer, “and we arrived at ‘most challenging, most rewarding’. As theonly postgraduate accounting qualification in Australia, the CharteredAccountants Program is rigorous, so students recognise that a toughercourse makes them better qualified – and more in demand.”

The positioning was extremely well received by students in research, says Rhodes. “Studentslove the honesty of us going out and saying that this Program istough. And they immediately draw the link betweenchallenge and reward. They know it’s worth doing the best qualificationnow to set them up for their futures. They want to be set apart.”