Unleash the Power of Orange
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
Credits
Company / Customer
Agency / Design
Details
Orange Season is an internal brand and activation campaign to introduce the newly positioned PwC brand. Our aim is to breathe life into the brand's Collaborative, Bold, and Optimistic spirit, transforming its mission into a tangible part of daily life. By using games, real-world interactions, and the strength of community, we connect the brand where it matters most—with people. This approach leads to a strong sense of identity and measurable engagement, making the brand something people truly experience.
The Jury‘s Statement
With the introduction of its newly positioned brand, PwC faced the task of translating an abstract guiding idea into lived everyday practice. "Unleash the Power of Orange" addresses this through an intelligent inside perspective: gamification, physical touchpoints and a cross location community model make the brand personalities not only understandable, but also action guiding. The fact that the activation takes hybrid working realities into account and is designed as an ongoing format gives the project orienting power well beyond the launch.
