| Title | Guilty |
| Title (original language) | Guilty |
| Agency |
Nijgh
|
| Campaign |
Guilty - Clifford Chance
|
| Advertiser |
Clifford Chance
|
| Brand |
Lawfirm
|
| Posted | August 2000 |
| Product |
Secretaryjobs
|
| Business Sector | Lawyers, Counsels, Legal Services
|
| Tagline | Guilty: Clifford Chance admits that in most cases secretaries fullfill a crucial task. |
| Tagline (original language) | Guilty: Clifford Chance geeft toe dat in de meeste zaken secretaresses een cruciale rol vervullen |
| Story | The large word "Guilty" with one sentence underneath it: Clifford Chance admits that in most cases secretaries fullfill a crucial role (task). Further text explains the important role of secretarial personel at Clifford Chance: "Clifford Chance cares for the people behind the details." The required qualifications, etc. |
| Philosophy | We gave the image with a little humorous wink a push in, what we think, the right direction. We used words (English), well known by almost anyone that watches TV regularly, like Guilty and Objection to attract people. Furthermore we explained how appreciated secretaries are at Clifford Chance. We used newspaper ads and posters. |
| Problem | Personel is hard to get in Holland. Secretarial personel is amongst the most difficult. Above that, law firms don't have a flashy, fast image that attracts young (feminine) secratarial personel. The image is grey, boring, etc. We gave the image with a little humorous wink a push in the, what we think, right direction. We used words (English), well known by almost anyone that watches TV regularly, like Guilty and Objection to attract people. Furthermore we explaine how appreciated secretaries are at Clifford Chance. |
| Media Type |
Newspaper
|
| Market | Netherlands |
| Copywriter |
André van der Lugt
|
| Art Director |
Chiel van de Ven
|
