Capgemini Makes the Case for Getting It Done With Make It Real
Capgemini's Make It Real campaign, created by Publicis Conseil and launched globally in January 2026, is a film and out-of-home initiative that repositions the French-headquartered technology and professional services group around a single, action-oriented brand promise: turning advice into measurable outcomes.
The campaign marks a deliberate evolution in Capgemini's brand-building strategy. According to Capgemini's 2025 Integrated Annual Report, Make It Real was introduced as the company's new brand promise, replacing the aspirational "Get the future you want" platform that had anchored Capgemini's global communications since its launch in October 2020, as documented on capgemini.com. Where the earlier platform invited audiences to imagine a technology-enabled future, Make It Real addresses a more immediate tension: the gap between sophisticated counsel and tangible results. The campaign tagline — "Advice is nice, outcomes are better," as reported on LinkedIn — distils that tension into a single, commercially pointed line.
The campaign spans film and out-of-home formats, deploying a 60-second anchor film alongside two 30-second versions, as covered by CB News on January 13, 2026. Digital and DOOH executions extend the narrative across specific locations, with placements tailored to each site. The campaign first aired on September 4, 2025, timed to the Ryder Cup, before receiving its broadest international exposure during the World Economic Forum in Davos in January 2026. A DOOH installation at Zurich Airport brought the campaign into one of Europe's highest-traffic business transit corridors. In France and across multinational markets worldwide, the campaign runs on both sides of the Atlantic, reflecting Capgemini's genuinely global operational footprint. Clapboard rates Make It Real 63 out of 100, acknowledging the strategic clarity of its repositioning while noting the structural risks of a campaign whose tone depends heavily on audience self-recognition.
Capgemini operates in a professional services and IT consulting landscape defined by intense competition and converging brand language. The global information technology consulting services market is estimated at approximately one trillion dollars in 2026 and projected to reach over one and a half trillion dollars by 2035, according to Business Research Insights, growing at a compound annual rate of roughly five percent. Within that market, Capgemini competes directly with Accenture and IBM Consulting, both of which have sustained large-scale global brand campaigns built around transformation, innovation, and technology leadership. The strategic challenge for Publicis Conseil was to find a positioning that did not simply add another voice to that chorus.
The insight driving Make It Real is one that Florence Dupasquier, a senior Capgemini figure, referenced on LinkedIn on December 8, 2025: in the consultancy world, there is no shortage of smart advice, but delivery consistently proves harder than the conversation that precedes it. This observation — that "easier said than done" describes a near-universal frustration among senior executives — gave the campaign its emotional and rhetorical foundation. Rather than positioning Capgemini as the provider of the best ideas, the brand claims the more commercially credible territory of being the firm that actually gets things done.
In France, where Capgemini is headquartered and where the campaign was formally published, this kind of pragmatic positioning carries additional resonance. The domestic professional services market is sophisticated and sceptical of abstraction, making a grounded, outcome-focused promise strategically well-suited to the home market. Across multinational markets worldwide, the internal-voice mechanism built into the 60-second film allows the narrative to travel without requiring cultural adaptation at the script level, a meaningful production and media efficiency for a campaign designed to run simultaneously on both sides of the Atlantic.
The 60-second film at the centre of Make It Real carries the title "The Bored-Room," with the subtitle "Easier said than done," as documented in the campaign materials archived at clapboard.com. The film depicts CEOs across a series of recognisable business settings — boardroom meetings, business trips, and restaurant conversations — receiving an unrelenting stream of advice from consultants and advisors. The mechanism is a dry internal monologue: the audience hears what the executives are actually thinking as the counsel washes over them. The effect is simultaneously satirical and empathetic, designed to produce recognition rather than alienation in the senior audience Capgemini is addressing.
The creative logic depends on a precise tonal calibration. Too sharp, and the film risks implicating Capgemini itself in the advice-giving culture it is mocking. Too gentle, and the critique loses its edge. Publicis Conseil resolves this tension by keeping the film's target of satire broad — the industry habit of advice without accountability — while positioning Capgemini as the implied alternative. The tagline "Advice is nice, outcomes are better," as reported on LinkedIn, delivers the pivot cleanly without overexplaining it.
The DOOH executions extend the internal-voice device into physical environments, with each placement tailored to its specific location. The Zurich Airport installation, timed to coincide with the World Economic Forum in Davos in January 2026, placed the campaign directly in front of the precise demographic — globally mobile senior executives — that the film addresses. This site-specific contextual relevance elevates the out-of-home work beyond ambient presence into something closer to targeted media. Production credits for Make It Real are not publicly documented beyond the confirmed agency attribution to Publicis Conseil.
No verified campaign-specific performance data for Make It Real is publicly available. According to Capgemini's 2025 Integrated Annual Report, published at Reports Capgemini, the Make It Real platform is confirmed as the company's new brand promise, but the report does not publish campaign performance metrics. No sales lift, brand-tracking uplift, lead-generation figures, or media-reach statistics have been released into the public record. No entries or awards for this campaign appear in the Cannes Lions, Effie Awards, The One Show, D&AD, Clio Awards, Webby Awards, or WARC Creative 100 rankings as of the time of writing.
Structural analysis of the campaign's effectiveness points to several genuine strengths. The strategic pivot from aspiration to pragmatism is coherent and timely: in a market where enterprise buyers are under pressure to demonstrate return on technology investment, a promise anchored in outcomes rather than vision speaks directly to board-level procurement psychology. The decision to launch at the Ryder Cup in September 2025 and amplify through the World Economic Forum in Davos in January 2026 demonstrates disciplined media targeting — both events concentrate the senior decision-maker audience that Capgemini needs to reach in France and across multinational markets worldwide.
The internal-voice creative mechanism is structurally durable across markets because it requires no translation of cultural references, only of language — a meaningful advantage for a global campaign designed to run simultaneously on both sides of the Atlantic. The primary structural risk is one of attribution: the satire of advice-heavy consultancy culture is vivid enough that audiences outside Capgemini's existing client base may enjoy the film without connecting it to Capgemini as the solution. That gap between entertainment and conversion is the campaign's central strategic wager.
Make It Real is Capgemini's global brand campaign, created by Publicis Conseil and launched in January 2026. It positions Capgemini around pragmatic execution rather than aspirational consulting language, using the tagline "Advice is nice, outcomes are better." The campaign runs across film and out-of-home formats in France and multinational markets worldwide.
Publicis Conseil created Make It Real for Capgemini. The Paris-based agency developed both the strategic positioning and the creative executions, including the 60-second film titled "The Bored-Room" and the accompanying digital and DOOH placements that ran across France and multinational markets in 2025 and 2026.
Make It Real replaced "Get the future you want," which launched in October 2020, as documented on capgemini.com. The earlier platform emphasised future-focused transformation; Make It Real shifts the brand toward immediate, outcome-driven positioning, reflecting a more pragmatic tone suited to senior executive audiences in 2026.
The campaign first aired on September 4, 2025, timed to the Ryder Cup. It received its broadest international exposure during the World Economic Forum in Davos in January 2026, with a DOOH installation at Zurich Airport. It ran on both sides of the Atlantic across France and multinational markets worldwide.
"The Bored-Room" is the 60-second anchor film at the centre of Make It Real, subtitled "Easier said than done." It depicts CEOs receiving overwhelming advice in meetings, travel, and restaurants, using an internal-voice mechanism to reveal their unspoken frustration, as documented in campaign materials archived at clapboard.com.
Clapboard rates Make It Real 63 out of 100. The score reflects the campaign's strategic clarity and well-targeted media placements during the Ryder Cup and World Economic Forum, while noting the structural risk that the film's satirical tone may entertain audiences without consistently driving attribution back to Capgemini as the solution.
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