Bigger + Bolder = Better

Bigger, Bolder, Better is a talent recruitment campaign developed to differentiate PRA from a typical CRO. The objective was to lean into the acquisition of PRA by ICON (a competitor) and leverage PRA’s signature bold aesthetic to positively emphasize growth for both the organization and candidates. The creative strategy utilized a key equation, BIGGER + BOLDER = BETTER, amplified by using dominant and consistent typography, human-centric visuals, stark coloring, and a video with confident voiceover and propulsive music to attract potential employees.