Pinsent Masons
SHOW DON’T TELL: BY COLLEAGUES, FOR COLLEAGUES
The Nutshell
We created an end-of-year campaign that focused on heartwarming moments through clever copy, impactful design and putting colleagues at the centre of every communication.
Any engagement campaign running in quarter four risks being lost among breaks and busyness, especially when lawyers seldom have time to open their eyes, let alone Viva Engage. Pinsent Masons came to us to ditch comms tropes and create an evergreen format to spark joy.
The key was tapping into real people’s memories. That started with a concise and clear name that doubled as the campaign’s purpose – #MadeMeSmile – while teasing clever colleagues with cryptic clues to keep them guessing what was coming before launch.
We focused on finding the warmest stories from the year – some personal highlights, some professional – all with the aim of making teams smile and find the joy in the little things at the toughest time of year.
Each post sparked real, sustained engagement, with colleagues interacting with every single post, further sharing their own anecdotes, stories and pictures (especially around singing, pets and the natural world). All of which raised plenty more genuine smiles.
#MadeMeSmile was a career-highlight campaign. The stories were truly heartwarming, and it was wonderful to see colleagues coming together in the comments to share their experiences. The originality of the campaign and the vibrant look and feel really made it stand out.