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Accountants Van Morgen
Accountancy: not boring AF
Let’s be honest: becoming an accountant isn’t exactly at the top of Gen Z’s bucket list. Too grey. Too dull. Too little impact. Or so they thought. Meanwhile, the labour market is crying out for fresh talent. Enter ‘Accountants van Morgen’ (Accountants of Tomorrow).
With this campaign, we tackle the image problem at the root. Not by airbrushing the job, but by smartly flipping the clichés. What looks like a drawback at first glance often turns out to be a real advantage.
From prejudice to advantage
Since 2025, the creative platform ‘From prejudice to advantage’ has been the backbone of the campaign. Familiar clichés are dismantled visually and in copy, in a fresh, Gen Z–proof style. In 2025, we put FOBO and Gen Z’s rebellious, messy vibe in the spotlight. In 2026, we zoom in on their ‘delulu’ attitude and their zero tolerance for anything dull or sluggish.
After two successful campaign waves with Bockie De Repper, we deliberately shifted gears in 2025. Instead of leaning on a single ambassador, we built a durable brand platform with a consistent visual rhythm, tone of voice and story. Easy to recognise. Easy to repeat. Easy to scale.
Understanding Gen Z is half the job
Our audience consists of pupils in their final two years of secondary school. They are at a pivotal moment in their lives. They’re busy working out who they are, and their study choice is a big part of that. The campaign taps into this by putting young people centre stage, not the accountant. That way, we show accountancy in a context they can genuinely relate to.
Furthermore, research shows Gen Z is financially aware and highly entrepreneurial, yet they hardly ever associate accountancy with meaning or societal impact. That’s exactly where the leverage lies.
By positioning accountancy as a job built on advice, responsibility and impact, we speak to young people in their own language. And those ‘negative’ clichés? We flip them into selling points. Nice, right?
Showing up where Gen Z actually lives
The campaign lives in the places where young people genuinely spend their time. Think short, witty videos on TikTok, Instagram and YouTube, backed up by influencer content and wild posting near schools and in city centres. Every touchpoint nudges them towards one clear next step: finding out whether this could be the right path for them. The campaign website sets the tone with sharp statements and guides visitors straight to the most relevant degree programmes via smart CTAs.
Why always-on pays off
On top of the campaign waves, we built an always-on layer to stay relevant all year round. That approach became a serious growth accelerator. In 2025, website traffic rose by 360% from wave 2 onwards, largely thanks to always-on campaigns. Even more impressive: click-throughs to study programmes increased by 850% in conversions. In 2026, we’re doubling down on that mix: a solid base layer, powered by campaign waves.
And the actual enrollments?
They followed. Big time. At AP Hogeschool Antwerpen, the number of new students in the associate degree Accounting Administration went up by 90%, while the bachelor grew by 30%. At PXL Business, intake rose by 50 to 60% for Accountancy-Taxation and Finance & Insurance.*
Long story short: accountancy got a serious glow-up. Sorry not sorry for the flex.
Get in touch
Want to know more? Don’t hesitate. Let’s get in touch.
