Stacks Law Firm bucks the trend of legal advertising in new campaign via Milk+Honey – Campaign Brief

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After recently being appointed agency of record, Milk+Honey has launched its first brand campaign for Stacks Law Firm, Australia’s largest law group, with 22 offices across Australia.

 

In a striking break from traditional legal advertising, ‘The lawyers you know’ reflects the uniquely personal and reassuring style Stacks is known for, ever since E.R. Stack opened the first office back in 1931.

The new integrated campaign will run nationally across TV, online, social and press. Directed by Paul Middleditch and shot by DOP Daniel Ardilley, the filmic centrepiece uses the analogy of a wild brumby being tamed by a Jillaroo to convey how the emotional volatility of the law can be mastered with an experienced, confident and caring hand.

Says Ben Stack, chief executive officer, Stacks Law Firm: “Milk+Honey’s level of strategic thinking and creativity is second to none, and their collaborative style gave us confidence every step of the way. At Stacks, we have so many different audiences and different areas of practice that it’s really hard to find a new brand positioning that can work seamlessly right across the business. They absolutely nailed it.”

Says Andy DilLallo and Steve Jackson, founders, Milk+Honey: “The marketing of legal services has been a staid and predictable format for years: Insert lawyer in front of bookcase and flash phone number. We were excited to bring new and fresh thinking into the category to help position Stacks in their rightful place.

“From our very first encounter with Stacks, it was clear that they have never forgotten their country-town origins and country-town values, even though they’re a big success in the big smoke, so we felt it was important to really emphasise that.”

Says Hazelle Klønhammer, managing director, Milk+Honey: “Stacks has a unique heritage and culture. They genuinely treat clients as they would want to be treated if they were in their shoes. It feels good to help them land in a long-term space that is so true to who they are.”

Client: Stacks Law Group: Ben Stack and Liz O’Reilly
Agency: Milk+Honey United, Sydney
Production Company: Plaza Films
Director: Paul Middleditch
Producer: Peter Masterton
Production Manager: Nicole Richardson
DOP: Daniel Ardilley
Post Production: The Editors
EP: Nicoletta Rousianos
Editor: Laurence Van Camp
Colourist: Ben Eagleton
Online Op: Matt Edwards
Music & Sound: Massive Music
Executive Creative Director: Ramesh Sathiah
Composer: Lance Gurisik
Sound Design: Abigail Sie
Executive Producer: Katrina Aquilia
Photography: Louis & Co
Photographer: Ian Butterworth
Executive Producer: Louis Molines
Producer: Camilla Carey
Retouching: Cream Electric
Media Agency: Slingshot  
Casting: Fountainhead Casting

Stacks Law Firm bucks the trend of legal advertising in new campaign via Milk+Honey

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