King & Wood Mallesons: Mine

The combination of King & Wood Mallesons has launched its new brand with an international advertising campaign, created by Sydney agency Mr Mumbles, under the theme of “The Power of Together”.

The combination, which comes into effect in early March 2012, brings together Mallesons Stephen Jaques, one of Australia’s largest and most successful legal firms, with China’s leading legal firm, King & Wood. The new brand and campaign is the culmination of a 12-month process of repositioning the brand led by Melbourne-based global strategy firm Mext Consulting.

In a sector that traditionally doesn’t conduct brand advertising, the campaign is category-breaking and aims to communicate the firm’s relaunch to clients and the broader business community and reinforce King & Wood Mallesons as a forward-thinking legal services firm. It consists of three print ads, shot by photographer Andreas Smetana, featuring the firm’s partners and lawyers in settings in the not-too-distant future – an IPO announcement for a manufacturer of hover bikes, the launch of a client’s 500th deep core miner and the opening of the world’s first truly ‘eco-sea building’.

Andrew Town, Creative Partner at Mr Mumbles, said: “The campaign is a very non-traditional approach for a legal firm and it’s bold to think of a legal firm as a brand. King & Wood Mallesons is more than a traditional legal firm – it’s about being there for its clients in the long term, enabling them to achieve their goals, no matter how audacious.”

The campaign will run across Australia, Hong Kong, the US and UK in press, specialist magazines and selected OOH.