Maurice Blackburn highlights fight for social justice in first campaign from One Green Bean
Maurice Blackburn is highlighting its commitment to social justice in a brand campaign aimed at highlighting the law firm’s work that furthers the rights of everyday Australians.
Created by One Green Bean, the campaign launches with a 105-second film which features real people, reveal events and real opinions and is narrated by actor Michael Caton, known for fighting for his rights as Daryl Kerrigan in The Castle.
Speaking with Mumbrella, Rebecca Hanlan, Maurice Blackburn national brand and social media manager, said: “Maurice Blackburn has always gone to market talking about our various areas of practice which have always been injury-based area of law, which is a low involvement category and one that people aren’t interested in until they are in the unfortunate position that they need a lawyer.
“What we also wanted to do is talk about the social justice aspect of our law firm, Maurice Blackburn is the leading social justice law firm and has been since Maurice Blackburn opened the firm nearly 100 years ago – either working for the rights of workers or getting equal pay for Aboriginals, it’s a strong ethos that runs through the firm.
“The problem is nobody really knows about that aspect of the business, they really only experience the brand through that practice area advertising. We wanted to elevate the conversation about Maurice Blackburn and engage people on social justice.”
The campaign is the first work from One Green Bean for the law firm since beginning work with the company in December of last year.
Hanlan said the campaign needed to “feel really authentic” as well as being “newsworthy and timely” to tap into social justice issues currently being discussed in the media, such as issues around asylum seekers and marriage equality.
“One Green Bean were really able to find that sweet-spot that sits between advertising, PR, social and content and it’s been a great relationship,” she said.
One Green Bean, CEO, Carl Ratcliff, said: “We are privileged to be working with Maurice Blackburn, an inspiring organisation with a plethora of emotionally-charged and true to life stories to tell.
“Upon interrogating the brief we found that, perhaps remarkably, the importance of social justice is misunderstood by the majority of Australians. We decided to approach it in a completely new way for the category, with earned media at its heart.”
Ratcliff: Maurice Blackburn has a “plethora of emotionally-charged and true to life stories to tell”
“There really is no more powerful way to demonstrate the importance of social justice than by getting people to share their own stories. In this way, through a real life lens, we hope to have humanised these issues and its impact on us all,” he said.
The campaign, while originally intended for a digital audience, was later chose to run above the line and will air on Channel 7, 9 and Ten from Monday, September 12.
The media activity will have a focus on Victoria and Queensland, where Maurice Blackburn has an increased presence.
Credits:
- Agency: One Green Bean
- Managing Partner: Lou Pogmore
- Creative Director: Pia Chaudhuri
- Associate Business Director: Natalie Helm
- Senior Account Director: Caty Gorman
- Senior Digital Strategist: Fei Wang
- Head Of Production: Alistair Ferrier
- Production Company: Collider
- Executive Producer: Rachel Ford-Davies
- Director: Rob Stanton-Cook
- Producer: Annie Schutt
- Casting: Felicity Bryne
- DOP: Aaron McLisky & Kieran Fowler
- Post Production: White Chocolate
- Colourist: Marcus Timpson
- Audio and Music: Sonar
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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