Tomorrow, King & Wood Mallesons will unveil a new global advertising campaign via Mr Mumbles, Sydney to mark the official launch of its combination with leading European law firm SJ Berwin. Together, they have founded the first and only global law firm headquartered in Asia.
Following on from the success of the ‘Power of Together’ campaign in 2012 which gave the newly established firm its first push into the market, King & Wood Mallesons has once again joined forces with Mr Mumbles and strategic brand partner, Mext, to take its brand to the next level.
In a departure from the predictable advertising that has long been the hallmark of the legal sector, King & Wood Mallesons’ new series of ads has a simple purpose: to challenge clients and future clients to stop and re-think what a law firm can do for them.
Taking inspiration from the arts, King & Wood Mallesons commissioned internationally renowned paper sculptor – Su Blackwell to create three unique book sculptures which are carved from law text. The visuals conveying a concept that King & Wood Mallesons helps their clients build success and value through the law.
Says Murray Prior, executive director of marketing & BD at King & Wood Mallesons: “Through our combination with leading international firm SJ Berwin, we are building a new and different choice for clients. These ads reflect our unique brand positioning as the only global law firm headquartered in Asia and are designed to articulate our focus on delivering Asia to the world and the world to Asia.”
Shot by internationally acclaimed photographer Andreas Smetana, the campaign will appear in leading magazines and newspapers across Australia, Asia, UK, Europe and US.
Client: King & Wood Mallesons
Murray Prior: Executive Director Marketing & Business Development,
Steven White: Head of Marketing Communications
Mr Mumbles: Andrew Town, Laurie Ingram, Michael Linke
Mext Consulting: Stefan Grafe
Typographer: Vladimir Cherepanoff