Clifford Chance
Clifford Chance is at the pinnacle of legal-career ambition, arguably alongside several other firms. But success comes at a price and some people equate its size with an impersonal culture, and its City-focus with long hours and repetitive grind for trainees.
In evolving our brief with Clifford Chance we demonstrated that among the 'Magic Circle' firms, which all do broadly the same thing, the main point of differentiation is culture and this should drive messaging and communications. We also wanted to counter perceived negatives by emphasising the many positives the firm's size and scale offer.
The result is a distinctive integrated campaign that presents a law firm that is confident, authoritative and professional but not stuffy or reserved. The stunning new website features bold, colourful imagery and dynamic filmed deal insights, interactive animations and personal profiles. These address the perennial problem of helping students to understand what lawyers actually do. Alongside these core elements we developed advertising and interactive banners that capture the firm's focus on teams and reinforce an existing recruiting strength the firm's outstanding facilities and resources. And we tackled one of the firm's own concerns - that law firms' campaigns had become a bit too 'matey' and lost their sophistication. Together is an elegant, arresting, differentiated response for an otherwise homogenous market.
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