Disco, an AI-enabled legal technology, has unveiled a major new campaign in a bid to encourage law firms and legal departments to ‘Law Better’.
Developed by London-based creative agency BigSmall, the campaign introduces Disco’s new campaign icon Lady Justice – or as she calls herself Lady J.
Stepping off her plinth, Lady J is roused to action by the sight of lawyers struggling with slow and outdated legal tech. Ripping up the office, the statue exhorts lawyers to get with the times and use Disco to ‘Law Better’.
Shot by director Clay Weiner through Biscuit, the global campaign launches in the US before rolling out to other markets later in the year.
Built on the brand strategy defined by BigSmall, the campaign will also be supported by digital and social work that continues the Lady J theme.
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“When it comes to technology, it’s time for the legal sector to modernize itself and embrace innovation like other industries have,” Disco chief marketing officer Tom Furr said. “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.”
BigSmall creative partner Tom Evans added: “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.”
