Burges Salmon; 'Resist the Usual' - Award Winner!
Challenge
Burges Salmon is one of the country's leading commercial law firms, operating from a single base in the centre of Bristol. Burges Salmon is constantly looking to attract the top lawyers in the country, most of whom are likely to be working at London firms.
They asked us to create a campaign that would target those lawyers in London who, while still very ambitious and therefore unwilling to sacrifice the quality of their legal careers, are looking for a better quality of personal/home life.
Solution
We enlisted five of Bristol's finest photographers to capture the Bristol that they know and love, but the Bristol we don't always see. And to give us another perspective, we invited a number of local Schools/Colleges to get involved. We asked them to shoot the hidden, unique Bristol. And we gave cash prizes to the students whose shots made it through to publication.
As well forming part of an advertising campaign in trade press, the images were showcased in a coffee table book, alongside stylish copy that captures the spirit of the City (and, of course, the firm).
Results
The book was mailed out to a database of London based potential candidates and is also being sold for the firm's Charity of the Year - The Jessie May Trust. Feedback so far has been incredibly positive - not only for the style and design of the book, but for the Community involvement that the project created.
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