Full-Funnel Campaigns
Project: McKinsey Sustainability
One distinctive creative platform across paid, social, landing pages, case studies, and the COP flagship event. Reached 3 million CXOs and senior decision-makers. Page traffic grew 232% and won 3 industry awards (Digiday, Shorty, and MUSE).
Role: Creative concepting, brand system development, art direction, and design. Collaborating with multidisciplinary teams and partnering with senior leadership from concept through delivery.
Challenge
Sustainability campaigns all look remarkably alike across the competitor landscape with green as the dominant color and predictable imagery. Nothing stands out.
Solution
Developed a visual system that's bold and distinctive, yet unmistakably McKinsey, using a striking and elegant combination of elements: a signature green pixel, a transparent blue overlay, and unexpected imagery and perspective. Designed for adoption, it scaled easily across web, events, paid advertising, and organic social, giving designers a framework they could flex and extend to serve the different content needs of practices across the firm.
Result
Reached 3 million CXOs and senior decision-makers. Page traffic grew 232% and the campaign won 3 industry awards from Digiday, Shorty, and MUSE.
McKinsey at COP30
Landing page and social carousel example