Gordon Legal gets personal in new brand campaign via By All Means
Independent strategic and creative agency By All Means, along with media agency PMG, have unveiled a new brand campaign for long-standing client, Gordon Legal.
The campaign highlights the breadth of Gordon Legal’s work, from representing a gig economy worker injured on the road, to the pursuit of a global cruise behemoth over the White Island volcano disaster, through to representing hundreds of thousands Australians in the Robodebt class action resulting in the largest legal settlement in the nation’s history.
The stories, and the campaign, illustrate that behind every legal matter is a person whose life has been profoundly impacted – but no matter the size of the case: for Gordon Legal, the pursuit of justice is always personal.
Says Gordon Legal Senior Partner, Peter Gordon: “The matters we work on vary enormously in scale and complexity, but what unites them is the impact they have on real people and their families. Many of our clients come to us at some of the most difficult moments in their lives. While legal outcomes are incredibly important, our role is also to stand beside people throughout the process. This campaign reflects the commitment our lawyers bring to that responsibility every day.”
Says By All Means Co-Founder, Ed Howley: “No other law firm in Australia could make a campaign like this, because no other firm undertakes cases like these. From everyday personal injury through to some of the most complex legal matters ever pursued in this country. But that’s not even the most remarkable part: we experienced first-hand, by interviewing the plaintiffs ourselves, that Gordon Legal’s staff are fully, totally and utterly invested in what they do. It was evident that they care very deeply not only about the outcomes for their clients, but for society more broadly.”
Says By All Means Managing Partner, Georgie Pownall: “One of the most important tasks in conveying what a brand has to offer is mining for the truth, and then reflecting that in a meaningful way. In this instance though, the truth was evident, and it’s telling that these incredible survivors were not only willing to share their stories with us, but were so eager to let others know how supported they felt through such a difficult time in their lives.”
Says Co-Founder, Toby Cummings: “This was a great test for BAMBOO, By All Means’ new production arm, to lift the bar on what a ‘testimonial’ film can be. We could’ve comfortably shot these interviews in the firm’s offices in one day, but the scale of these cases demanded a more ambitious creative approach. Instead, we shot over multiple locations and multiple days, and then edited together screen packages mid-production (under an intense deadline), with the express purpose of avoiding super-imposing any footage on the gigantic LED screens in the ‘screen room’, where the films take place. Everything you see on those screens, we filmed as it was played to the survivors. There was no trickery, AI or CGI used at all. Which was not only incredibly difficult technically, but incredibly difficult emotionally.
“But these stories were more than worth the effort, and in the end, we wanted to take them as personally as Gordon Legal did.”
Client – Gordon Legal
Head of Marketing & Communications: Kerri O’Toole
Creative Agency / Production Company – By All Means / BAMBOO
Film Director / Co-Founder: Ed Howley
Film Director/ Co-Founder: Toby Cummings
Managing Partner, Strategy Lead: Georgie Pownall
Executive Producer: Christopher King
Production Company – OneHouse
Producer: Max Kearsley
DOP: Cameron Mitchell
Steadicam Operator: Joel Soh
1st AC: Oscar Nastri
Gaffer: Corey Clement
Best: Sophy Jin
LX Assist: Oliver Disney
Sound Recordist: Chad Aizicowitz
HMUA: Kara Iacobellis
Standby Props: Bella Salvatore
Editor & Colourist: Cameron Mitchell
Media Agency – PMG
Founder & Director: Chris Nolan
Business Director: Kalan Jeans
Audio Production – Gusto
Sound Designer: Colin Simkins
Audio Producer: Brigid Giles-Webb
Photographer – Thom Rigney
Retoucher: SheTouch
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