Cadwalader
Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.
After the credit crisis of 2008, Big Law recruiting messaging shifted from hardcore to a softer touch. And while the firm had long been hesitant to lean on their title of “oldest law firm in the U.S.,” we introduced an integrated campaign entitled “Make history,” which invited prospects to join a long, rich, tradition of legal groundbreakers at Cadwalader.
Cadwalader’s rich history of innovation and stability became a particular asset during a down-market. We helped them craft the right message in order to meet their recruiting goals.
Knowing that law students rely heavily on the web in their search for employment, we created meaningful content for Cadwalader’s recruiting microsite. Our research showed that students want to learn about daily firm life, so we created an interactive piece that profiles four Cadwalader attorneys. Through slideshows and voiceovers, the attorneys share details about their client interactions in a typical business day and offer rare glimpses into their personal lives. To engage the students further, we added a series of games that prompt students to test their legal knowledge and learn more about the firm’s history.
We developed a select set of collateral including a recruiting brochure, pull-up banner, advertising and interview tips card that reinforced the campaign theme and highlighted unique moments in the firm’s history.
Our research showed that law students wanted personal interactions with firm partners, but the busy lives of law firm leadership prevented an ongoing dialogue. To create a feeling of personal connection without the bandwidth issue, we developed a series of mailers that featured advice from various firm partners. The outside featured a quote, while the inside was a letter of advice—“what I wish I had known when I was in your position”—as well as the partner’s photo and signature.
We designed an elegant “offer kit” that celebrated Cadwalader’s offer letter to summer associates and housed a variety of other collateral.
