In its first campaign from Y&R Sydney, Deloitte features its own employees and Melbourne community choir, ‘THE CHO!R’, to spread the message about the importance of diversity and inclusion.
The film showcases how disjointed organisations, communities and businesses would be if certain groups didn’t have a voice. The campaign will be used internally as well as highlighting how Deloitte can help other businesses meet their diversity, inclusion and leadership needs.
Deloitte CMO, Matt McGrath says: “It has been very exciting to do something that’s really fresh and different. Deloitte is one of Australia’s most innovative businesses, we always want to push boundaries and we believe this film says something new and different and that it will resonate with all Australians.”
Margaret Dreyer, senior partner and Deloitte’s National Diversity & Inclusion Leader added: “It is our firm belief that our values of respect and inclusion enable us to deliver the very best solutions to solve our clients’ most complex issues.”
The project elicited passion from all involved. Associate Creative Director Jeremy Hogg, Y&R Sydney says: “In the world we live, there literally cannot be enough of these types of messages. We are proud to partner with Deloitte to produce something as powerful as we have.”
The piece was directed by The Sweetshop’s Youness Benali, who said it’s a project close to his heart: “I’m a Swedish man, raised in Stockholm, but I’m not blonde and my eyes aren’t blue. I don’t look like the stereotypical Swede, because I was born to Moroccan parents. Diversity has always been at the centre of my life and I offer my utmost respect to Deloitte for championing and shining light on the huge importance of diversity.”
CREDITS
Client: Deloitte
Senior Partner & National Diversity & Inclusion Leader: Margaret Dreyer
Partner & Chief Marketing Officer: Matt McGrath
Diversity & Inclusion Communication Manager: Adrian Letilovic
Content Writing Manager: Emily Emmerson
Head of Digital Marketing: Junna Massey
Content Marketing Manager: Shivaun Hales
Senior Consultant, Social Media & SEM: Rebecca Dyce
Designer, Deloitte: Briana Russell
Agency: Y&R Sydney
Chief Creative Officer: Paul Nagy
Creative Directors: David Joubert, Jeremy Hogg, and Richard Shaw
Copywriter: Tina Funder
Group Account Director: Aaron Swan
Senior Account Manager: Stef Barry
Account Manager: Sannidhi Mehta
Production Company: The Sweet Shop
Director: Youness Benali
Producer: Zena Bartlett
Executive Producer: Edwards Pontifex, Loren Bradley
Managing Partner: Wilf Sweetland
DOP: John Toon
Music
Composer: Benjamin Lycke
Choir Master: Johnathon Welch
Nylon
Executive Producer: Karla Henwood
Sound Engineer: Stuart Welch
Producer: Emma Hodge
Producer: Zabrina Wong
