CPA - Reservoir
The world of business, that’s your business.

For many, accounting is all about numbers. However, upon closer look at other numbers, one realizes that CPAs are increasingly taking on roles that go far beyond numbers, across all sectors of the economy.


This recruitment campaign is mainly aimed at Gen Z, those who aspire to a career where they can thrive. It challenges them to get involved, take their place, and contribute.

Are you talking to me?

By aiming for an attitude, a tone and a language that leave no one indifferent, l’Ordre des CPA’s initiative becomes more relevant to an audience that has seen it all. It measures up to the standards of an aspirational profession and a confident advertiser.


The campaign also highlights the profile of sought-after candidates: agents of change who will shape tomorrow’s society, and stand out for their drive and their intention to mind everybody’s business.


While many students already see the CPA training as a natural path when they aspire to a stimulating career, others may not have considered it at first. Thus, the CPA Order called on us – yes, us – to create an ad campaign aimed at reminding these potential leaders that by choosing the accounting profession, a multitude of strategic and decision-making positions are within their reach.


Focusing on maximum impact with minimal words, the campaign highlights individuality in a profession enriched by its diversity. In several distinctive posters, various university students react, with a rather surprised “Me?”, to a statement as unexpected as it is empowering: the business world is counting on you, you, you, you, and you. Yes, you too.


Displayed in metro stations on Montreal university campuses and in adjacent bus shelters, and featured on digital platforms (including TikTok and YouTube), the campaign has proven to be an original and eloquent way to demonstrate that all types of profiles are potential CPA profiles. And we, we, we, and we are very proud of it.

Talking about CPAs is anything but boring.

With just the right amount of self-deprecating humour, the campaign presents, in both poster and digital ads, six CPAs whose achievements in various sectors provide future CPAs with a glimpse of the type of career that awaits them. Careers that are anything but boring… The highlight: bad jokes about boring CPAs, a video stunt that was viewed 350,000 times and shared 50,000 times during one, single sponsored broadcast.


The recruiting campaign was featured in an article published in La Presse+ as well as on TV on Radio-Canada and V. Plus, the initiative generated positive opinions for the brand and helped inspire a new generation of future business professionals to consider an exciting career as a CPA.

An accounting brand becomes a business brand.

In 2012, the various accounting professions came together under a single designation: CPA. From the start, the objective has been to raise awareness about the brand among the business community, while at the same time encourage the next generation of business people to consider the accounting profession as an exciting career option.

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