CREATIVE & DESIGN / BRAND STRATEGY
Fresh insights-driven campaign for Turner Freeman designed to shake up tired legal ad formats
“12-month campaign commences with new TVC, digital video, social, digital and supporting brand literature.”
Second TVC and new creative to follow in the new year.
Leading national law-firm, Turner Freeman, is rolling out a major new campaign, looking to shake up category norms frequently associated with the legal industry. Building on deep insights, Turner Freeman deliver a fresh creative approach across TV, digital, radio, high impact OOH and supporting brand and product literature.
Turner Freeman engaged uberbrand to build a distinctive campaign from the ground up, breaking convention within a market that relies heavily on direct marketing tactics and one-dimensional calls-to-action.
Deeper category and consumer insights were unearthed to inform a distinctive campaign identity and creative direction. Over and above simply supporting consumers currently in consideration for legal support, uberbrand worked with Turner Freeman to develop a creative platform that addresses the stress and unease associated with being involved in legal action. In doing so, they spotlight the role that a modern law-firm should play in helping to share the burden and provide hope in situations that can often seem insurmountable.
“When something bad happens, life keeps going without caring about your problems; this is the emotional situation most people looking for legal support find themselves in.” said Dan Ratner, CEO at uberbrand, “That insight was crucial to informing the over-arching mission: to give every Australian hope that no matter what challenge life throws their way, Turner Freeman is determined to fight for them”.
That mission statement comes to life through the creative. Using an impactful stop-motion approach, the TVCs and online video dramatise what happens to people’s lives when something major happens. We see how people’s lives tends to stagnate, while things get pushed aside and start to stack up, including the dirty dishes, the lawn not getting mowed, bills going unpaid and relationships with loved ones becoming fraught. As we reach the conclusion, people are prompted to “take action” to share the burden of the mounting pressure, with the closing scene showing a Turner Freeman lawyer rolling up their sleeves and helping.
With the first TVC rolling out immediately and running through to the end of October, and a second to follow in 2020, the campaign will also include 15, 10 and 6 second digital and social executions, 30 second radio, high-impact bus formats and extensive digital display, along with a suite of accompanying new brand and product literature.
Mark Subaih, Marketing Manager at Turner Freeman, said: “We’re extremely grateful to the team at uberbrand. They share our desire to put a campaign into market that avoids repeating many of the tired tactics and messages associated with advertising in what is a challenging industry. Instead, we’re communicating our unique position through a deeper understanding of the role that lawyers can, and should play in Australia in providing much needed support and understanding, as well as time-tested expertise.”
Dan Ratner, CEO at uberbrand, added: “Our goal wasn’t just to appeal to Australians considering the need for legal support right now. We sought to strengthen the brand and build long-term awareness and understanding for Turner Freeman by communicating the underlying strength of their service; not only as experts in law, but as specialists in understanding the personal nature of being involved in situations in which legal advice becomes necessary, beneficial and welcome.”
Learn more about uberbrand’s communications strategy
Creative Director: Jessica Page
Creative Team: Nadya Mendez and Henry Richards
Director: Siobhan Mulready
Producer: Chris Klockner
DoP: Richard Bell