Segal McCambridge

By May 22, 2012

A mid-sized firm of renowned class-action lawyers, Segal McCambridge defends significant, national cases, like asbestos and latex gloves. The cases involve complex issues of facts, law, science, and biology, spread among hundreds or thousands of cases across dozens of jurisdictions.

To win, they have learned to simplify this vast, complicated material into a simple, compelling story to tell to the average juror. The campaign pokes gentle fun at certain jurors, showing the difficulty of their task.

“Segal McCambridge lawyers are experts at distilling complex legal cases into simple, compelling stories that lay jurors can understand and act upon. SMSM lawyers try, and win, bet-the-company cases by studying the intricacies of each case, finding a solution that is effective and simple to understand and compelling to jurors and judge.”

This multifaceted campaign included three central figures, which we picked up in ads, a brochure, logo, and website. ┬áThe simple tag line encapsulates their differentiation in five words: “We make the complex simple.”

The insurance company audience liked the materials so much, many of them requested additional copies of the brochure for their bulletin boards, and voluntarily circulated them around the companies.