How do you make a law firm more approachable? In this case, it was using smart, well-constructed humor. I’m always careful to be sure the ads I create reflect the cultures of my clients. I think there are instances where humor can, (for certain messages and audiences) be very effective. This approach put a human face on the more than 100 year-old institution, creating messaging that was genuine and disarming. Not every instance or message was funny, but I took the shots where I could, and it paid off.

The work was blogged about, celebrated in emails and award shows, tweeted and re-tweeted countless times, and, most importantly, led to business opportunities for the client.