Liverpool-based creative agency, Aurora, has created law firm Weightmans’ first-ever campaign championing its brand purpose. The brand campaign uses storytelling techniques and nostalgia, injecting emotion and impact by bringing to life the background stories of leaders at every level – showcasing how Weightmans is a very different type of law firm.
The legal sector’s communications are usually conservative by nature, so Aurora took a personal warm film approach to emphasise Weightmans’ purpose led and people focused positioning ‘See the Possibility'. The Real Leaders film celebrates the people behind Weightmans and the value it places on its employees. It features members of the Weightmans’ team, from managing partners to younger leaders, sharing stories from their childhood through to where they are as a leader today.
The 90 second film plus cut downs promotes how Weightmans is powered by its people. Weightmans has the second most engaged workforce among UK law firms on LinkedIn and this campaign will be amplified by the reach and engagement of its 1500+ staff across the UK as they share the build user generated content around the film with their own personal leadership journey stories.
Weightmans’ first-ever brand campaign will target both existing clients and new prospects across public and private sectors primarily on LinkedIn but also featuring across other digital channels. It is the first stage of a longer term, integrated brand building and marketing strategy across film, events, thought leadership and more.
Sarah-Jane Howitt, Director of Business Development & Communications, Weightmans, said:
“We’re super excited to be embarking on our first brand campaign with the wonderful creativity and imagination of Aurora – and its ability to always make people feel moved by its campaigns. We wanted to demonstrate how we are the antithesis of the stereotypical, cutthroat, working-all-hours law firm so often envisaged.”
Valerie Bounds, Chief Strategy & Creative Officer and Co-Founder of Aurora, said:
“Weightmans has trusted us with its first-ever brand campaign and our job was made so much simpler by having access to such passionate and purpose-led people. Their values run through the firm like a golden thread and we love nothing more than building brands out from the inside.”
View the Real Leaders film here.