Tomorrow Starts Today was developed by The Shannon Company.
Personal injury lawyers Slater + Gordon have started the New Year by taking a pivot to the positive in a new brand positioning campaign developed by The Shannon Company (TSC).
The Tomorrow Starts Today campaign opens at a family BBQ, with the sound of a collision taking a fully recovered accident victim back in time to her own early treatment and selection of a Slater + Gordon lawyer.
TSC creative director Stuart Nightingale says the focus is very much on recovery in its broadest sense.
“The campaign stands out as being strongly positive in a category that’s more known for its drama and use of fear and negativity around injury and loss,” Nightingale says.
“Instead of surrounding the injured person with aggression and legal argument, the campaign highlights the critical relationship between the injured person and the lawyer that they’ve chosen, and how that relationship can promote recovery in all forms – emotional, physical and financial.
“The campaign is a strong reminder of the ability of many, if not most, accident victims to have bright futures as they recover from personal injury.”
The free-to-air, digital and radio campaign will run nationally from January 3, 2021 (with minor variations reflecting relevant state regulations).
CLIENT: SLATER + GORDON
Head of Marketing + Growth: Tim Murdoch
Acquisition Manager: Alana Johns
CREATIVE: THE SHANNON COMPANY
Creative Director: Stuart Nightingale
Senior Art Director: Tony Banks
Producer: Jo Theoharris
Planning: Lily Tidy
PRODUCTION: THE PRODUCERS
Director: Mitch Kennedy
Film Producer: Noelle Jones
Photography: Drew Wheeler
CLIENT ENGAGEMENT: THE SHANNON COMPANY
Head of Client Services: Jane Callister
Business Manager: Tennielle Stone