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The Idea:
Challenging the laws of convention.

A celebrated and successful San Francisco law firm, Heller Ehrman was being overshadowed by firms that had grown quickly during the dot com bubble. To reestablish its leadership position, particularly in complex litigation, a breakthrough brand advertising campaign was created.

Built around the values of innovation that had driven the firm for nearly 100 years, the notion of Challenging The Laws of Convention was launched internally first. From there the campaign went national. With its striking visuals and sophisticated copy tone the work received tremendous positive attention. And, in the process, totally transformed traditional expectations about how law firms should promote themselves.

After creating the initial campaign at Publicis, Heller Ehrman came to The Idea Cooperative to continue the conversation about the benefits of working with attorneys able to look beyond the obvious, to where the truly great solutions are to be found.