Mayer Brown

The challenge__

Mayer Brown wanted to update their graduate attraction campaign, ‘Let’s talk law’, with a new, more meaningful creative expression. The campaign had to be globally relevant and to work across a range of markets and channels. It was to include social and video content, print advertising, and a brochure and event stand as well as a global graduate careers site.

The solution__

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.

The Results__

The campaign launched on 26th September 2016. As of January 2017, there had been 12,714 visits to the career site, which included a 7% increase in new visitors. Engagement was also very impressive, with the average user spending 2m 39s on the site. Most importantly, there were 477 applications made directly from the site in those three initial months alone.

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