Perfectly+Paired

PwC approached Livewire for a creative campaign to motivate employees to return to working in-person, to help build meaningful connections and provide more opportunities to meet, mingle, build engagement and improve learning opportunities. The desired outcome was to have employees and partners in the office or with clients in person 70% of the time. The goal was to present a value proposition to employees, through creative tactics and storytelling celebrating in-person connections in a fun way and avoiding scare tactics.
The PwC Perfectly+ Paired campaign emphasized the power of connection and magic created by great partnerships. Based on the concept that PwC employees are better together like any classic duo—Batman and Robin, baseball and hotdogs, and rock and roll—the campaign aimed to encourage more in-person work and endorse the organization’s 'Most Connected Firm' ethos.
The visual design featured bold typography and simple graphics, highlighted by photography that emphasized human connection.
The campaign began by showcasing well-known matched pairs from food or pop culture before transitioning to images of employees, reinforcing that they, like the matched pairs shown at the start of the campaign, are perfectly paired. The plus sign became a visual hook representing unity.
Campaign Tactics Included:
• Launch teaser video
• Digital takeover
• Leader stories series
• 30-day challenge
Upon completion, the Perfectly+Paired campaign drew record engagement on PwC’s Intranet, including the highest number of views ever recorded on a video deliverable with over 42% or 3000 employees.