Clifford Chance needed a creative agency that understood the legal industry to create a film for their graduate recruitment. The legal recruitment sphere is incredibly competitive for the top talent; Clifford Chance required a film that would make an impact at graduate recruitment fairs, across their social media platforms and website, illicit more applications and increase the talent pool.
For the very best graduates, choosing between offers from law firms can be a decision based on the smallest of margins. Like these candidates, our film needed to stand out from the crowd. We undertook extensive market research to delve into the minds of aspiring lawyers. Our results revealed a fundamental desire to be challenged.
Taking this as the point of departure, we decided to deviate from the norm of graduate recruitment films. Most law firms try to attract students by stressing their excellence and highest profile deals in the hope of differentiating themselves within the magic circle. Our creative, conversely, challenged viewers to prove they have the same exceptional qualities as Clifford Chance. The identity of the firm would be illustrated in a striking and emotive way, rather than using the more informative style commonly used in graduate recruitment marketing.
The resultant film is a thoughtful piece that successfully fulfilled the brief, playing a vital role in increasing the number of graduate applications. The film was instrumental in Clifford Chance winning the Target Jobs Graduate Recruitment award for the Best Graduate Website Award 2018, having previously been dominated by another magic circle firm for 12 years.
We were delighted that this film was awarded a Silver in Branded Content, in the Cannes Corporate Media and TV awards in 2018.