Our first, simple fix was to tweak the endline to ‘Law worth talking about’, transforming it into a powerful and enticing message about a graduate career at Mayer Brown. This was combined with a somewhat abstract headline style (Let’s talk dragons for ‘Our presence in China’ and Let’s talk bricks and mortar for ‘Our real estate specialty’) to create a deliberately intriguing graduate campaign. The big change we made visually was to introduce an element of origami. This helped maximise the impact of Mayer Brown’s bright, varied colour palette and brought consistency to their wide range of campaign executions. We even used stop-frame origami in video profiles, rather than the standard talking-head fare.