Muse Creative Awards | International Advertising Awards

United Kingdom

2019

Are You Ready

Entrant Company

RD Content

Category

Video

Client Name

Clifford Chance

Sub-Category

Law & Legal Services

Clifford Chance, one of the largest international law firms, needed a creative agency that understood the legal industry to create a film for their graduate recruitment. With the legal recruitment sphere incredibly competitive for the top talent, Clifford Chance required a film that would make an impact at graduate recruitment fairs, across their social media platforms and website, illicit more applications and increase the talent pool.

For the very best graduates, choosing between offers from law firms can be a decision based on the smallest of margins. Like the stand out candidates of a top tier law firm, our film needed to stand out from the crowd. We undertook extensive market research to delve into the minds of aspiring lawyers. What arose from our research was the overwhelming desire of students to be challenged above all else.

Taking this research as the point of departure, we sought to buck the trend in graduate recruitment. Most law firms attempt to attract students by stressing their excellence and highest profile deals in the hope of differentiating themselves within the magic circle. Our creative flipped this trend on its head by challenging viewers to prove they have the same exceptional qualities as Clifford Chance. We also wanted to capture the identity of the firm in a striking and emotive way, rather than using a more informative style commonly used in graduate recruitment marketing.

The resultant film is an emotive piece that successfully fulfilled the brief, playing a vital role in increasing the number of graduate applications. The film was instrumental in Clifford Chance wining the Target Jobs Graduate Recruitment award for the Best Graduate Website Award 2018, having previously been dominated by another magic circle firm for 12 years.

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Credits

Account Manager
Jack Perri
Director
Ryan Dean
Camera Operator
Ben Westaway
Production Manager
Adele Brirtnell
Colourist
Paolo Bischi
Editor
Zach Newby
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