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ITAA
Skip That Sh*t with Amber Broos
The accounting profession no longer holds many secrets for us. Think of our employer branding for SBB, for example, or how we inspire young people to pursue the job with the Accountants Van Morgen campaigns. And now, we’re adding a new name to that list: our first campaign for the Institute for Tax Advisors and Accountants, better known as the ITAA.
As Belgium’s institute for tax advisors and accountants, the ITAA watches the struggling job market in its sector with concern. Only a few young people choose these professions, which is why they’ve been listed as shortage occupations for years.
Many young people still believe that these professions are dull and repetitive – a cliché that has been overtaken by the rise of digital technology and AI. Today, accountants act as strategic sparring partners who support entrepreneurs as they grow. So yes, you can skip all the repetitive sh*t.
A clear message, but how do we get it across to a young audience? Not with a traditional campaign, that’s for sure.
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Enter Amber Broos. This young Belgian DJ and producer is making waves both at home and abroad. She’s also a resident DJ at Studio Brussels and Ancienne Belgique, has performed on the main stage at Tomorrowland several times. That’s why she is the perfect match to reach our audience.
She created a brand-new track for our campaign that captures how the profession has evolved. “The moment I heard the slogan ‘Skip that Sh*t’, I was instantly intrigued”, says Amber Broos. “The track turned out exactly the way I pictured it. It perfectly conveys what it’s meant to express.”
The video clip for the track was created by Visuals Internationals. They won an Ensor Award, a prestigious Flemish film award, in the animated film category in early 2024.
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The track and video were released through the social media channels of both Amber Broos and the ITAA. We also reached young people through a targeted social media and influencer campaign. Maybe you’ve already caught the track on the radio or during one of Amber’s live sets?
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RCA PR rolled out a media strategy. A total of 28 clippings were published across Flanders and Wallonia, both in mainstream news and in HR and accountancy press.
Kanaal Z, Belgium’s go-to channel for entrepreneurs, aired a TV report with interviews on how the ITAA is reshaping the sector’s image through this campaign. The campaign even gained media coverage in The Netherlands.
In short: this campaign was the sh*t!
Get in touch
Want to know more? Don’t hesitate. Let’s get in touch.
