Advocate Private Law Firm: Faithfully Yours, 1

Credits & Description:

Advertising Agency: MEX ADVERTISING AGENCY, Kiev, UKRAINE
Executive Creative Director: Yegor Kharkoff
Art Director: Nick Khodakov
Typographer:Julia Bakhtina
Photographer: Stas Bespolitov
Type Of Ad: Magazine
Date of First Appearance: 30/04/2008
Advertising Agency: MEX ADVERTISING AGENCY, Kiev, UKRAINE
Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
The goal was to attract the attention of a narrow circle of business owners/top managers, creating a unique and uncommon approach for a law firm. We chose magazines for art and antiques collectors as a media bearer and placed an image that looked like another artwork at first glance.
Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
In fact it was a copy of a Renaissance-style painting with a figure of a senior lawyer instead of St. Sebastian, the great martyr for the faith, as a paraphrase to the company’s motto: 'be faithful to clients’ interests to the very end, be ready to go through anything'.
Show how the media idea travelled across different touch points and successfully reached the target audience.
Business owners, top managers.
Show how the execution maximised the value of the investment and generated business results
Growth of the client base by 19.5%. The average number of phone calls increased by 25%.