/ Advertising Campaign
WHITE MACGILLVARY LESTER
WML approached us with a vision: they wanted to launch an advertising campaign that would reinforce their identity as strong, approachable advocates who genuinely “have their clients’ backs.” The challenge was creating a visual and emotional narrative that was memorable, regionally relevant, and deeply symbolic.
/ The Concept
THE MCSORLEY TO YOUR GRETZKY
01 |
Personal Injury Symbolism
A helmet is the first line of defense in preventing head injuries — a core area of WML’s legal practice.
02 |
Hockey Enforcer Metaphor
In hockey, enforcers protect their teammates at all costs. WML takes the same stance for its clients.
03 |
Regional Identity
Hockey is more than a sport in Northwestern Ontario — it’s a way of life. The helmet ties WML directly to the community’s culture.
/ Behind the Helmet
"We need a red jofa"
The campaign’s cornerstone was a bold, unexpected visual: the firm’s partners, suited up professionally, wearing a bright red JOFA hockey helmet.
/ OUR MISSION
Brand Mascot
The red JOFA helmet became a recurring symbol — a kind of mascot — for WML. Its striking contrast with the partners’ suits made it both unexpected and unforgettable.
Facebook
X Twitter
LinkedIn
Pinterest
01 |
Community Recognition
The red helmet became instantly recognizable in the region, often sparking conversation and social shares.
02 |
Brand Differentiation
WML stood out in a crowded market of legal advertising, combining professionalism with personality.
03 |
Client
Engagement
An increase in inquiries and word-of-mouth referrals was noted during the campaign period.
04 |
Cultural Alignment
The campaign resonated strongly with local values, further cementing WML as a trusted community firm.
"TO LIVE A CREATIVE LIFE YOU MUST LOSE THE FEAR OF BEING WRONG"
- Joseph Chilton Pearce / American Author