The creative concept focused on the idea that a bank wanted to show up in the legal sector using a language that would demonstrate, specifically to attorneys, that they understand their world.

The idea for the campaign: Dotting the i’s and crossing the t’s.

We sent each prospective attorney a 3D direct mailer containing both a pen and a notepad. The notepad wasn’t just any notepad, the notepad contained hundreds of pages of legal jargon; however, none of the i’s were dotted and none of the t’s crossed. The pen was engraved with an inscription:
For dotting i’s and crossing t’s. We also launched a radio commercial quoting various laws with incorrect references that we knew only attorneys would pick up.

Then we created a false front cover on the newspaper, Business Day, where we removed the dot on the ‘i’ from the masthead. And a few pages later, in the same paper, another ad was placed titled: ‘Looking for this?’ – presenting the missing dot. People with a high attention to detail, such as an attorney, would notice this.

Furthermore, there were several activations, which we launched in areas or environments frequented by attorneys, where we deliberately misspelled names of attorneys to generate a reaction and show up as a bank that finds value in attention to detail – like they do.