Financing the Future

The Brief

Womble Bond Dickinson came to …Gasp! with a clear ambition: to become the law firm financial institutions turn to when it comes to financing decarbonisation. With competition fierce - Eversheds, DLA Piper, CMS and Pinsent Masons among those in the space. The challenge wasn't just to be visible, but to be distinctly, memorably different. 

The ask was a campaign concept that would cut through, inject personality and demonstrate genuine credentials in the decarbonisation space.

Critically, WBD's angle wasn't energy law.  

It was the financing of net zero across sectors, supporting financial institutions in green-lending projects of any scale or complexity. 

That nuance needed to do real work in the creative.

The Response

We developed two concepts that approached the same truth from different directions.

The first led with stakes. 

Using bold, contrasting imagery - a rocket and a bunch of tulips, a coin toss against a view of Earth from space - headlines like "Earth 2.0 isn't an option" and "Let's not leave the fate of our planet to the toss of a coin" gave the campaign urgency, while payoffs like "No spacesuits required" delivered personality and grounded WBD's role in the practical reality of financing change.

The second took a human lens. A chain-of-impact narrative - "We're the legal people, who help the money people, who help the science people, to help all the people" - communicated WBD's unique position in the decarbonisation ecosystem simply and powerfully, using split-face portraiture to bring the idea to life visually.

Both concepts ran across LinkedIn carousel ads, OOH placements in key financial hubs - London's Bank, Canary Wharf and Moorgate, plus Edinburgh, Bristol and Leeds - and targeted digital and print media including City AM, reaching relationship directors, panel managers, investment directors and legal teams across Banking, Financial Services and Investments & Funds.