The World’s Fastest Accountant OR
The ICAEW World’s Fastest Accountant
Showcasing the dynamic side of accountancy
Sunday blurb: The Challenge: ICAEW wanted to demonstrate the diversity and impact of its members while challenging stereotypes about the accountancy profession.
The campaign needed to highlight how chartered accountants like Eugene Amo-Dadzie – a worldclass sprinter and full-time professional – contribute to society and balance extraordinary achievements. It also aimed to emphasise ICAEW’s role in fostering an inclusive, dynamic profession and inspire new and current members.
Our solution: ICAEW collaborated with Sunday to create The World’s Fastest Accountant, a compelling content campaign documenting Eugene’s journey as a sprinter, accountant, and family man. The series showcased Eugene preparing for the Paris Olympics while balancing work, training, and public speaking engagements. A cinematic approach was employed, combining high-end visuals with user-generated content to create dynamic and engaging storytelling.
The campaign captured Eugene’s life in action – training, working, and spending time with family – interspersed with personal reflections. This narrative built an emotional connection, showcasing the parallels between his professional and athletic ambitions. Content was distributed across platforms, including a hero film, behind-the-scenes footage, static quote cards, and social reels, ensuring broad audience engagement.
The results: The campaign significantly outperformed expectations: LinkedIn: 202,359 impressions, 40,828 video views, and a 39.58% view-through rate (VTR). Instagram: 73,554 reach, 82,449 reel plays, and a 7.08% engagement rate. The hero reel became one of ICAEW’s top-performing Instagram posts, generating over 25,000 plays, 2013 likes, 157 saves, and 117 shares. Positive feedback highlighted its inspirational tone and ability to break stereotypes, with viewers lauding Eugene as a role model.
The campaign effectively showcased ICAEW’s dynamic membership and underscored its commitment to diversity, inclusion, and professional excellence.
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Eugene Amo-Dadzie is one of the fastest sprinters on the planet, a father of two and a full-time chartered accountant. This is his story. (from ICAEW campaign hub)
Eugene's story *(prefer this film headline)*
Eugene Amo-Dadzie is one of the fastest sprinters on the planet, a father of two and a full-time chartered accountant. This is his story.
Balancing books and breaking records (from ICAEW homepage takeover messaging)
Meet the world’s fastest accountant.
