The brief

Baker & McKenzie, the dynamic local representatives of the world’s largest law firm, asked Highway 101’s to create a traditional ‘New Partners’ announcement. They also had the need for another traditional ‘Transaction Deals’ announcement advertisement.

We saw a terrific opportunity – and suggested that we should combine the two and use them to reposition the firm and raise their profile in a highly competitive market.

What we did

We decided that a non-traditional approach would emphasise the ethos of the firm – one that valued ambition, talent and performance, rather than long service or gender.

 Our idea was to create a ‘Vanity Fair’ magazine editorial-style image, featuring all their partners and directors sitting on ladders in a large white studio.

 The image ran as a double page advertisement in the Australian Financial Review Magazine and legal publications. The same imagery also formed the basis of a short promotional film and an inter-active web link on their website.

The result

The response exceeded everyone’s expectation and provoked a positive reaction from their clients, industry colleagues and even potential employees who wanted to join ‘Bakers’.

 While the initial impact was significant, the true value of the campaign has been proven many times over, with the video component becoming a vital prospective client presentation tool. As one new client said after watching it, “that’s the sexiest looking law firm I’ve ever seen.”