Put one of the world’s biggest financial services firms into a category of one.

The idea we gave Deloitte was a simple question to everyone in the firm: What are you doing every day to be Always One Step Ahead?When they asked for a brand book, we gave them a book that didn’t mention the word brand. When they asked for a screensaver, we told them screens didn’t need saving, the world did. When they wanted a global advertising campaign, we forced them to break free from the conventions of the sector to create something unique and brave that no-one would forget.

The brand positioning, visual identity and advertising campaign have been adopted across the entire Deloitte world – this has never been achieved before with any previous initiative. External research suggests that perceptions are already changing and Deloitte is moving away from the homogeneity with its close competitors that has prevailed until now.