DISCO, a leader in AI-enabled legal technology is launching a major new campaign encouraging law firms and legal departments to ‘Law Better’.
The new campaign, which was created by London-based creative agency BigSmall, introduces DISCO’s new campaign icon, Lady Justice. The ultimate symbol of law, fairness and impartiality, Lady Justice – or Lady J as she calls herself – is roused to action by the sight of all the poor, sad lawyers struggling with slow, outdated legal-tech. Stepping off her plinth, Lady J rips up the office, exhorting the lawyers to get with the times, use DISCO and Law Better.
The campaign was shot by award-winning director Clay Weiner through production company Biscuit, with music and sound from Jungle Studios. The global campaign launches in the US before rolling out to other markets later in the year.
Tom Furr, chief marketing officer at DISCO, said: “When it comes to technology, it’s time for the legal sector to modernize itself and embrace innovation like other industries have. We’re taking a humorous approach to get noticed, but the things Lady J gets angry about are all real-life frustrations that lawyers face every day of their working lives and which DISCO can solve.”
Tom Evans, creative partner at BigSmall said: “DISCO is a phenomenal product, so our mission is to make sure every lawyer in the world knows about it. With Lady J as the new face of DISCO’s creative we hope to spread the word further and faster than ever before.”
The integrated campaign was built on the brand strategy defined by BigSmall and the central brand idea of Law Better. The digital and social work continues the theme with Lady J promoting DISCO’s AI-driven technologies and services.