‘Welcome to Clarity’ was Morton Fraser’s response to Scotland’s evolving legal market. As one of Scotland's oldest law firms, Morton Fraser wanted to develop a fresh, creative campaign that would hone the firm’s commitment to providing transparency on costs and clear legal advice.
The firm has been nominated in the Finance and Professional Services category alongside KPMG, Barclaycard, NatWest and Volkswagen Financial Services.
The integrated campaign, developed with Edinburgh-based creative agency Whitespace, blended a mix of traditional print and digital media placement with bold PR and experiential marketing stunts including an anamorphic typography installation at Edinburgh Haymarket Station as well as a ‘Barn Door’ print advertisement in The Times, the first of its kind to have run in Scotland. Morton Fraser also used its ‘Let’s Be Clear’ video series to make sense of topical issues like Fintech and Wellbeing.
Chris Harte, CEO of Morton Fraser, said: “We’re thrilled to have been shortlisted for such a significant marketing award, and to be in such great company. In an industry that can be known for its traditions, it’s exciting to be recognised for a campaign that steps out of the box.”
The Drum is one of the world’s largest marketing platforms and its annual awards are amongst the industry’s most prestigious and sought-after. They aim to identify and recognise the best practice in the industry. The shortlisted campaigns will be judged by a senior panel of marketeers, with the winners crowned at a ceremony on the 3rd April in London.
The ‘Welcome to Clarity’ campaign has also been shortlisted for a Nod Award, a new set of creative awards that recognises the marketing community in Scotland.