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BHP campaign embraces accountant stereotypes

Chartered accountancy firm BHP has launched a satirical advertising campaign to overturn negative perceptions of the sector.

The campaign, produced by agency 10 Associates, promotes BHP as ‘Reassuringly straight-laced since 1867’, and aims to turn the stereotype on its head by embracing it and 

showing the firm has a sense of humour

. The narrative makes fun of the assumption that everyone wants ‘rock ‘n’ roll’ in their lives, by stating that’s not the case when they’re sitting down to talk about their finances.

BHP wanted

a fresh look to celebrate its personality

, while highlighting its advisory-led approach. The pastel colour palette marks a change from traditional accountancy branding.

The campaign originally featured in print media, and has since been incorporated into BHP’s website and company literature. The creative will also feature on the BHP stand at the Made in Yorkshire expo next week.

Jill Peel, creative director at 10, said: “Armed with the insight that brands who fly the flag for real, raw and candid conversations are the ones who make the deepest connections with customers, we decided to embrace the stereotype that accountants are often seen as boring and turn this on its head to show that BHP is a company with a refreshing sense of humour and personality.”


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