Liverpool law firm Weightmans hires local creative agency Aurora to produce brand video using nostalgic images of its team as children to show the human side of the practice. Tony McDonough reports

Liverpool law firm Weightmans is a £123m-turnover legal powerhouse with offices across the UK – but a new branding exercise aims to show a more human side.

Old Hall Street-based Weightmans hired Liverpool creative agency Aurora to produce the video with a brief to set aside the usual hard-edged corporate image instead use nostalgia and emotion to put its leaders in a more unusual light.

Called See the Possibility, the film aims to celebrate the key individuals in the business by sharing images and stories from their childhoods. Aurora has used “storytelling techniques and nostalgia, injecting emotion and impact”.

This 90-second film plus cut downs promotes how Weightmans is “powered by its people”. It claims to have the second most engaged workforce among UK law firms on LinkedIn.

Its 1,500-plus staff will use their online reach to amplify the campaign across the UK as they share the user generated content around the film with their own personal leadership journey stories.

Weightmans’ first-ever brand campaign will target both existing clients and new prospects across public and private sectors primarily on LinkedIn but also featuring across other digital channels.

Sarah-Jane Howitt, director of business development and communications at the law firm, said: “We’re super excited to be embarking on our first brand campaign with the wonderful creativity and imagination of Aurora. 

“We wanted to demonstrate how we are the antithesis of the stereotypical, cutthroat, working-all-hours law firm so often envisaged.”

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This is the first stage of a longer term, integrated brand building and marketing strategy across film, events, thought leadership and more.

Valerie Bounds, co-founder of Aurora, added: “Weightmans has trusted us with its first-ever brand campaign and our job was made so much simpler by having access to such passionate and purpose-led people.

“Their values run through the firm like a golden thread and we love nothing more than building brands out from the inside.”