Lax O'Sullivan Lisus Gottlieb LLP: Advertising

While not setting out to develop a new advertising campaign for the firm, sometimes great things happen when you have a clear sense of your brand and your client value proposition. The firm approached Cubicle Fugitive to design and develop a new website and refresh the look for the firm. As we do with all our clients, our first step is the discovery process. We wanted to know why Lax O’Sullivan is different, what they say about themselves and what others say about them. We took a broad look at current and upcoming competitors and delved into why firms consistently recommend Lax O’Sullivan or refer clients to them.

We quickly realized we were dealing with a different type of firm, one highly respected in their field, and very competent in the world of high-stakes litigation. We also quickly identified that, although they take their work very seriously, they don’t necessarily take themselves that way. Each year, the firm has gone to great lengths to one-up itself and provide a holiday card that is clever and irreverent.

To help visualize the campaign, we paired a friendly, memorable, and stylish object that relates to each of the headlines and could be animated for additional interest online.

We developed a series of clever headlines that conveyed the core message that when you’re faced with litigation, or when “it” hits the fan, Lax O’Sullivan is the best choice. The campaign takes a common adage about the client’s problems (e.g. when you’re in hot water) and pairs it with a witty remark on how the firm will solve their matter (e.g. we’ll help turn down the heat). To help visualize the campaign, we paired a friendly, memorable, and stylish object that relates to each of the headlines and could be animated for additional interest online. Several of the items were sourced, photographed, and animated by Cubicle Fugitive and others we have been able to edit and illustrate.

This is one of our more extensive campaigns and is updated regularly on the firm’s website. Lax O’Sullivan and Cubicle Fugitive have both received much positive recognition from peers and clients about this memorable campaign. We have created over a dozen options and the campaign is extendible across other mediums, while remaining fresh, unique, and timeless—until we run out of adages.