Positioning a top tier law firm is tough. They are all very good, thorough and expensive. At least that’s what general counsel told Yield following a national research survey for Osler’s. While general counsel respect and value the law firms they deal with, they want more direct access to the legal expertise they need, when they need it. Not layers of lawyers in between. And they expect that advice to be delivered in a pragmatic and proactive manner that balances the legal, business, and financial needs of their organization.
This insight led Yield to an advertising idea based on the notion of “The Direct Path.” The campaign uses stylized type illustrations to symbolize the firm’s commitment to providing a straight line to the right legal solution.
“It was important that we develop a concept with stopping power,” says Chris Torbay, Creative Director of Yield. “Too often, business law advertising is boring. We saw the opportunity to challenge and engage General Counsel with a concept that is both intelligent and sophisticated.” The campaign launched in late 2011 and will run throughout 2012. It targets specific business verticals and regions in Calgary, Montreal, Toronto, Ottawa and selected international markets. Communications was planned and bought by Aegis and will run in newspaper, magazine, online and airport media. The campaign will connect senior business leaders and general counsel to Osler expertise and thought leadership through the use of QR codes embedded in many of the advertising executions.
Yield also works with: Porsche, Alpha Trading, Knightsbridge, StrategyCorp, Richardson GMP, 407 ETR, Hope Aero, Treasury Wine Estates, and Periodontal Specialists.
