qLegal
Nightmare
The Context
qLegal is the award-winning commercial law clinic at Queen Mary University of London. Their mission is to help the next generation of lawyers help the next generation of businesses by matching postgraduate law students with startups who need pro-bono legal help. Students get experience on the ground, and businesses get legal advice. Win-win!
The Brief
The original brief was loose: explain what qLegal does to everyone. But after strategy consultations, it became clear that the target audience of this campaign really was the founders and directors of SMBs & startups. Students are in good supply on campus at qLegal. However, word needs to get out to small businesses that these services are available.
The Outcome
Needed to be relatable to business owners, within the legal context. Research pool + actual case study of business who had used services, the result was a film centred around the anxieties of not setting up the background stuff to protect one’s work, and how qLegal could help prevent / solve this.
Behind the scenes
A peek at how this project came to life.
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