How do you bring emotion and authenticity to B2B branding?

It is a question answered by law firm Weightmans in a genre-defying campaign from Liverpool-based creative agency, Aurora.

Aurora’s campaign for the award-winning law firm promotes its brand purpose, ‘See the Possibility’, with storytelling creative featuring its own leaders. The brand’s first ever campaign leans on emotions to bring the company’s purpose to life.

In the place of the corporate jargon that usually accompanies marketing in the sector, Aurora has instead used the lens of warmth and humanity to bring the company's purpose to life. 

The Real Leaders film celebrates the people behind Weightmans and the value it places on its employees. It features members of the Weightmans’ team, from managing partners to younger leaders, sharing stories from their childhood through to where they are as a leader today.

The 90-second film brings to life how Weightmans is powered by its people. According to Aurora, Weightmans has the second most engaged workforce among UK law firms on LinkedIn, and this campaign will be amplified by the reach and engagement of its workforce of over 1500 staff across the UK. Staff will share the campaign and amplify the film with their own personal leadership journey stories.

Weightmans’ first-ever brand campaign will target both existing clients and new prospects across public and private sectors, primarily on LinkedIn, but also featuring across other digital channels. It is the first stage of a longer term, integrated brand building and marketing strategy which will run across film, events, thought leadership and more.

Sarah-Jane Howitt, Director of Business Development and Communications at Weightmans, said: “We’re super excited to be embarking on our first brand campaign with the wonderful creativity and imagination of Aurora – and its ability to always make people feel moved by its campaigns. We wanted to demonstrate how we are the antithesis of the stereotypical, cutthroat, working-all-hours law firm so often envisaged.”

Valerie Bounds, Chief Strategy & Creative Officer and Co-Founder of Aurora, added: “Weightmans has trusted us with its first-ever brand campaign and our job was made so much simpler by having access to such passionate and purpose-led people. Their values  run through the firm like a golden thread and we love nothing more than building brands out from the inside.”

The campaign is a compelling example of the untapped power of personal storytelling in B2B marketing. A sector which has historically leaned too heavily on corporate jargon and bland marketing.