We were briefed by Law for All to create an integrated through-the-line campaign that would dramatically increase their brand awareness in the legal insurance category. Instead of resorting to the well-worn theme of fear, which many other brands in this category use, we decided to position Law for All as caring experts who understand the emotional toll of being faced with legal troubles. By showing Law for All’s empathy, rather than their willingness to fight, we were not only setting them apart from competitor brands, but highlighting their pursuit of mediation as a primary solution.
To bring this to life, we created an animated television commercial to stand out from other television content, and used rhyming to make it friendly and memorable. We developed a character that personified the feeling one gets when faced with legal issues, and then juxtaposed this scary character with a light-hearted voice-over rhythm. This all came together to create an advert that successfully distinguished our client from the competition and offered viewers a rewarding experience. The animation was done by the AM I Collective studio.
Created at The Greenhouse Advertising Agency.
Copywriter: Christopher Commerford