Full-Funnel Campaigns
McKinsey’s Sustainability Campaign
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 across the industry look interchangeable: green palettes, predictable imagery. McKinsey’s work needed to stand out and earn the attention of senior decision-makers.
Solution
A distinctive visual system built on a signature green pixel, a transparent blue overlay, and unexpected imagery and perspectives. Designed for easy adoption, it scaled across paid and organic social, campaign pages, client case studies, and events, giving designers across the firm a flexible framework to adapt for their practices. Creative was tested and refined against performance data throughout.
Result
The campaign reached 3 million CXOs and senior decision-makers, grew page traffic 232%, and earned Digiday, Shorty, and MUSE awards.
Campaign’s visual expression at COP30 event
Brand system applied to campaign landing page and social carousel.