The campaign debuted last year and was created by brand strategy firm The Partners and creative agency muirhoward, both based in London. The budget was undisclosed.
The campaign uses Deloitte's green dot logo—first introduced in 2003 as a green dot following its name—against a background of simple black and white images to symbolize opportunities for moving ahead.
For example, one ad uses the green dot as a doorknob on an open door. Another uses it as the sun emerging from the clouds.
“The bold and striking visual style of the campaign, with the Deloitte green dot as the hero set against a black or white background, perfectly captures the clarity, leadership and direction of Deloitte's point of view in a way that is unique and unforgettable, akin to our brand promise,” said Luis Gallardo, global director-brand and marketing at Deloitte. “Ultimately, the green dot represents our unique point of view, our people's voice to clients.”
The campaign includes print and online ads running in publications such as The Wall Street Journal, Fortune, Globe and Mail and Washington Business Journal and also includes out-of-home ads, social media and an internal campaign.
“We wanted to create something that broke that mold and did for the [professional services] sector what Apple iPod advertising or Nike advertising did for theirs” said Jim Prior, CEO of The Partners. “Green is a positive, energetic color, symbolic of moving forward, progress and action, especially when used in circular form—all of which are attributes that are particularly true of Deloitte.”
As part of the campaign, Deloitte this week will introduce the “Green Dot Challenge,” an internal contest that lets employees create their own “Green Dot” visual and headline using an online application. “When we think about mass media, we are not thinking about print or TV—we are thinking about our 170,000 people,” Gallardo said, referring to Deloitte's global workforce. “We wanted to make this campaign truly unique and get all of our people engaging with it. We want to make them our brand managers.”