Challenge

To keep this premier law firm top-of-mind, while telling the world about its expanded global footprint and capabilities. The object was to extend and refresh the highly successful “Fusion” advertising campaign we had created previously.

Solution

Since the existing campaign already contained powerful visual equities well worth extending—bold colors, abstract images, single-word headlines—the challenge was to add a “global” element to the mix. Our answer was to add a multi-lingual “word cloud”—a collage of firm attributes expressed in single words, each word in a different language. The result is a campaign both visually arresting and highly effective. In an independent ad recall study by Baxter Research, the first ad in the series was one of the top five ads recalled.