Modern Marketing Awards Case Studies B2B Marketing

How Addleshaw Goddard used imagination to stand out from the crowd

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By Awards Analyst | writer

December 5, 2022 | 4 min read

Addleshaw Goddard won at The Drum Awards for B2B 2022 in the B2B Print/Illustration or Imagery award for its striking campaign. Here's why it caught the judges' eye:

The campaign centred around striking origami imagery representing the company's core products and services

The campaign centred around striking origami imagery representing the company's core products and services

When you sell services instead of products, the challenge around marketing is made doubly difficult. For international business law firm Addleshaw Goddard, the challenge was creating a visual campaign that still told the story of its services.

The brief

International business law firm Addleshaw Goddard was an original pioneer in the field of litigation funding, but half a dozen new entrants to the market demanded a response from the firm. The idea was to bring its unique proposition to life using visuals unlike anything else seen in the legal sector - without losing sight of what made the brand successful, to begin with.

The idea

In a world where rivals and the market focus on product features, the team found a more emotive way of demonstrating what Addleshaw Goddard brings to the table, using the North star of 'protect your interests and free your balance sheet'.

To that end, the team created origami based on company balance sheets and company cash, including an origami balance sheet bird escaping from a cage, an origami balance sheet rhinoceros, and a boxer with origami boxing gloves brought to life how the firm focuses on protecting businesses. Each of those examples and more were representative of one of the core tenets to which Addleshaw Goddard adheres, and was a visually distinct way of demonstrating that to prospective clients.

The results

In terms of creative execution, the imagery speaks for itself. Visually distinct and original, the impact of the creative upon the company's activities was also extremely noteworthy.

This campaign was a winner at The Drum B2B Awards 2022. The full list of winners can be found here.

The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

Modern Marketing Awards Case Studies B2B Marketing

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