Title	THE BIGGER PICTURE
Brand	PWC
Product/Service	COUNSELING
Category	A04. Production Design / Art Direction
Entrant	POL Oslo, NORWAY
Idea Creation	POL Oslo, NORWAY
Production	ANIMASJONS DEPARTEMENTET Oslo, NORWAY
Post Production	ANIMASJONS DEPARTEMENTET Oslo, NORWAY

Name	Company	Position
Rikke Jacobsen	POL	Copywriter
Marius Eriksen	POL	Client Director
Kristin Eidså Brantzeg Scheele	POL	Client Manager
Sara Hødnebø	POL	Art Director
Thomas Eklo Skaara	POL	Designer

Write a short summary of what happens in the film

The video shows how a single cell in a spreadsheet is a vital part of a bigger picture. PwC is an accounting and consulting firm showing that their attention to details can have a big effect on the business and helping costumers seeing the bigger picture.

Cultural / Context information for the jury

PwC wanted to reach leaders and managers in all the big companies in Norway, across widley different sectors: Offshore oil and gas, Health industry, Fishing, Finance and Cyber. The frame work for the campaign was to create 15 second films for each sector. We needed to create a visual expression that could catch the attention of someone within health as well as shipping. The most used tool among business executives is Excel and spreadsheets. It’s the heart of the business with all the budgets, forecasts, revenues and everything that shows how the company is doing. The numbers are great but if you only focus on the numbers it’s hard to see the bigger picture.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

We made animations based on the exact same rules as spreadsheet programs such as Excel and Numbers. To do this we and made a new visual storytelling tool. By transforming every cell into a pixel we showed that the numbers as a whole show a bigger picture. We made one video for each of our top industry sectors in Norway – Fishing, Finance, Health, Oil and Cyber to demonstrate that we know all of them well.