Australian injury law firm, Arnold Thomas & Becker has launched a major brand campaign this week to drive awareness and consideration for the brand, now approaching 60 years in the field.
The firm engaged Kopilot Consulting, the new creative business from Kenny Hill, with a remit to take departure from what’s expected from personal injury advertising. To crack the brief, Hill brought in former M&C Saatchi colleague Andy Flemming. The campaign kicks off with a Blade Runner-esque cinema and TV showdown between a lawyer and “the system”.
To help combat the system, Kopilot reappropriated and put a new twist on a claim ubiquitous in injury law advertising, centering the campaign around the line “No win, no fee. No fear”.
“With an ambitious client willing to back brave work, we were able to take a creative leap and show Arnold Thomas & Becker as the fearless champions of everyday Aussies, with the expertise required to take on the system – and win,” said Kenny Hill Kopilot founder.
Mitch Kennedy came aboard to direct the work via The Producers, with Atmos Studios collaborating on visual effects from an expanded team of CG artists and technicians.
“We were hugely impressed with the team Kenny put together to create this outstanding, cinematic campaign. From the first meeting to the final approvals, we knew we were in the hands of passionate, talented people who understood our brand and rose to our challenge to deliver brave, exciting work”, added Kalle Amanatides, chief commercial officer Arnold Thomas & Becker.
Director Mitch Kennedy said, “Working closely with the clients and the team at Kopilot, our focus was on how we could use both nuanced film craft and big, bold visuals to create the epic symbolism of The System. With so much riding on visual effects, we partnered with the talented humans at Atmos Studios who pushed the boundaries of technology to bring this ominous entity to the screen with enormous passion and skill.”
Hill added, “Arnold Thomas & Becker didn’t just ask for brave ideas — they trusted us to deliver them. With a small, agile team and the outstanding craft of our collaborators, this work proves what can be achieved when an ambitious client inspires and empowers its partners to do their best work.”
