EY Cautionary Tales from the Cloud Campaign

Cautionary Tales from the Cloud still image from video

EY Canada

Toronto, ON

In 2023, EY launched a practice to help clients seize opportunities that Cloud technology represents, while mitigating unseen yet complex risks. Through a campaign titled, “Cautionary Tales from the Cloud,” the objective was to raise awareness of EY’s Cloud practice in Canada by telling a story that resonates with a broad audience of decision makers. Cloud was positioned, along with its inherent opportunities and risks, in ways that anyone in business could understand. Objectives were met by transforming the intricate pitfalls of poor Cloud adoption into simple and direct cautionary tales, brought to life with the whimsy of a child’s cartoon. Drawing on paper cut-outs as a stylistic inspiration, complex issues were distilled into charming and memorable stories that are easy to digest across demographics. The campaign’s success exceeded expectations. What began as a local marketing and modest social media initiative aimed at promoting EY’s Cloud practice gained considerable traction within a few months of the launch, with EY securing a key alliance relationship. EY elevated this campaign at the global scale, the first time in the studio’s history, to release it across EY channels and platforms internationally and in co-branding efforts with the alliance relationship.