Grip for Ylex: Quite simply implemented
Grip's campaign for the legal services provider Ylex highlights the situations in which people need support and where they can get it easily, quickly and competently. Without mincing words.
Life is complicated. Who doesn't know the situation where you would like to get legal advice, but you shy away from the effort? Ylex, with its simple legal access at clearly defined price packages, offers a solution for all these people, democratizing the legal system by giving everyone access to justice. Legal advice is available online, by phone or in person during a visit to one of the current four walk-in stores in Bern, Winterthur, St. Gallen and Zurich.
To raise awareness of Ylex and its services, Grip has developed a campaign that focuses on the most common conflict issues. The first campaign spots tackle three emotional topics related to employment, landlord-tenant and divorce law. The spots go into the middle of each person's emotional outburst and nonverbally express their outrage over their incident. Their thoughts are faded in textually and brought to the point in the most succinct form.
The spots will be flanked by a typography campaign that will be distributed via social ads, YouTube pre-rolls or displays. "Each message is limited to one word. A single word that, through its dramaturgical animation, translates the legal tension it serves not only textually but also scenically," explains Daniel Schranz, CD at Grip.
Responsible for Ylex: Ioannis Martinis (Head of Communication & Marketing Ylex AG), Daniel Siegrist (Board of Directors Ylex AG). Responsible for Grip: Daniel Schranz (CD), Sandro Nicotera, Florian Steiner (concept/art direction), Claudio Lier, Malou Eigenmann (consulting), Beat Reck (text), Simone Nucci (typo-animation). Film production: Addictive Films, Stephan Christen. Media: Konnex; Cecile Bulant.
