Legal document professionals wanted to sink their talons into the legal industry.

Gibbons | Peck:

• Developed a tongue-in-cheek approach to the legal document issue. The ads employed an “archeological” look to underscore the importance and historical significance of legal documents.
• Used actual “historical” documents (the plans to West Point, the Dead Sea Scrolls, the Bill of Rights) as metaphors for the issues faced by legal professionals.
• Wrote copy in a whimsical tone, appealing to the verbal nature and dry humor of litigators.

Results: The client positioned itself as the preferred supplier (and in some cases the sole supplier) for legal document copying, organizing, and binding – particularly when accuracy is crucial.