Accountants Van Morgen

Our audience consists of pupils in their final two years of secondary school. They’re in the middle of shaping their identity, and their study choice is a big part of that. The campaign’s creative platform, ‘From prejudice to advantage’, taps into that: not the accountant, but the young person takes centre stage.

Gen Z clichés aren’t denied but flipped. Their ‘delulu’ attitude and their hatred of anything slow or dull? Exactly the traits that make for a great accountant. Someone who dares to dream big with clients, loves variety and challenge, and works with digital tools every day. That’s how we repositioned accountancy as a career with impact, responsibility and a future.

We translated the creative platform into a considered PR approach. In a press release, we framed the initiative within the wider war for talent and the fact that accountancy remains a shortage occupation. By linking the story to the labour market and employer branding, we made it relevant across multiple newsrooms. From specialist accountancy and HR press to broader business and current affairs channels.

Of course, Gen Z lives on social media. That’s why we once again teamed up with three content creators. Steffi Mercie and Ender Scholtens were happy to support the campaign again, while Maximiliaan Verheyen joined as the new kid on the block. All three are Gen Z themselves. They didn’t get a classic briefing or a tight script. Instead, they got the freedom to bring the campaign in their own style, with their own humour.

Steffi embedded the campaign in her own online world. Ender leaned into ‘delulu’ dreams and took his accountant to Antwerp for a billboard at the MAS. Maximiliaan played on the idea that slow is a no-go for accountants, with a little help from his mum. No overly polished, staged videos, just content that’s genuinely Gen Z. And therefore, credible.

The influencer strategy paid off: an earned media value of €46,000, more than 800,000 video views, and a total reach of over 670,000. Accountancy became visible to young people again. And that’s anything but boring AF.