Date
September, 2018
Client
MEJ
Category
Commercial
Location
Canberra
- about the project
Canberra’s leading personal injury firm, Maliganis Edwards Johnson, needed a powerful television campaign to warn the public about significant changes to car accident compensation. The vision was to cut through the noise with a bold, cinematic concept that was impossible to ignore. We placed Australian rugby league icon, Mal Meninga, within the visceral, symbolic landscape of a car scrapyard to deliver a message of genuine urgency and hope.
Our approach was rooted in powerful, metaphor-driven storytelling. We transformed a complex legal update into a compelling human story by using the scrapyard to represent the financial ruin that victims can face without the right help. By combining this high-impact setting with the trusted and authoritative voice of a local hero, we created a commercial that feels more like a cinematic short film, ensuring the crucial message was not only heard, but deeply felt.
The result is a film that builds immense trust and elevates the MEJ brand far beyond typical legal advertising. The commercial’s memorable narrative and clear call-to-action inspire confidence and motivate viewers to seek help, solidifying the firm’s reputation as the community’s most trusted advocate. This isn’t just an ad; it’s a powerful statement that grows brand recognition and positions MEJ as the clear choice in a time of crisis.
