Webber Wentzel Design & Branding SO YOU DON'T WANT TO WORK AT WEBBER WENTZEL? by Net#work BBDO Johannesburg

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Industry Recruiting
Media Design & Branding
Market South Africa
Agency Net#work BBDO Johannesburg
Executive Creative Director Rob Mc Lennan
Creative Director Jenny Glover, Brent Singer
Art Director Donovan Goliath
Copywriter Cara Messias
Account Supervisor Lynda Fiebiger
Released February 2011

Credits & Description

Category: Posters
Date of First Appearance: Feb 28 2011
Entrant Company: NET#WORK BBDO, Johannesburg, SOUTH AFRICA
Executive Creative Director: Rob Mc Lennan (Net#work BBDO)
Creative Director: Jenny Glover (Net#work BBDO)
Creative Director: Brent Singer (Net#work BBDO)
Copywriter: Cara Messias (Net#work BBDO)
Art Director: Donovan Goliath (Net#work BBDO)
Account Supervisor: Lynda Fiebiger (Net#work BBDO)
Media placement: Posters - Universities - 28 February 2011

Describe the brief from the client
Webber Wentzel Attorneys, a highly acclaimed 120-year-old law firm, asked us to create a recruitment campaign to attract the best and brightest graduating Law students to their firm.

Describe the challenges and key objectives
Our main objective was to get more of the best students to apply. A key challenge that we faced was taking a 120-year-old brand and making it cool and relevant to young law students.

Describe how you arrived at the final design
To highlight what not working at Webber Wentzel attorneys would be like we tapped into a real insight: that typically young law clerks are given only menial tasks like photocopying, filing and stapling. Our design was led by this insight so we applied a tongue-in-cheek filter to the world of tedious office admin, information graphics and users manuals to create some scintillating instructional office posters.

Give some indication of how successful the outcome was in the market
In the end, as it turns out aspiring lawyers didn’t want to become sad office skivvies. Webber Wentzel Student applications went up by a massive 300%. The highest number ever recorded by our client. The campaign spread pro-actively and was also featured on various student websites and chat forums. Most importantly we created a savvy image of a 120-year-old brand that aspiring young legal minds wanted to be a part of.