The Martin Agency and Mediahub campaign helps protect folks from the stupid laws that plague the United States
Did you know that there are more laws in the books than you’d ever imagine, including some pretty stupid ones? For example, in Pocatello, Idaho, it’s illegal not to smile. Crazy right?! We thought so too. Thankfully, LegalShield knows the law inside and out and can give you expert advice for anything from traffic tickets to sasquatch encounters, making you legally ready for all of these in their ‘Stupid Laws’ campaign.
The new campaign houses a collection of TV spots, including the ‘Beaver,’ ‘Garage Sale,’ ‘Tornado,’ and ‘Airplane.’ The spots were all directed by award-winning Swedish music video director Vedran Rupic, who ghost wrote the rap in ‘Noisy Neighbours,’ featuring a group of milk-loving, rap-battling sasquatches.
“The legal industry felt very cold and stuffy, so we wanted to change the tone of that. If lawyers can have a sense of humour and be a little self-deprecating, it suddenly makes them a lot more approachable,” says The Martin Agency creative director, Dave Gibson.
To help the case, the brand has also partnered with satellite navigation software Waze to launch a ‘Stupid Laws Route’ experience along one of America’s busiest routes, the I-95 – the country’s main interstate highway that connects the East Coast all the way from Maine to Florida. The partnership was concepted and brokered by Mediahub and is the first-of-its-kind branded route for Waze.
How it works: Each time users cross a new state border on I-95, they’ll be served up a stupid law from that state along with encouragement for drivers to ‘Be Legal Ready’ with LegalShield .
“As we head into the holiday travel season and more than 53 million people hitting the road for Thanksgiving travel last year, we knew millions of people would turn to Waze to avoid the traffic and get them to their destinations. The custom Waze program leverages a layered targeting approach to identify those drivers who are traveling outside of their daily routines and along I-95, a major route that’s one of the most trafficked for the holidays. This creative media strategy plays off the campaign’s video spots and adds a fun and unexpected dimension to road trips while driving home LegalShield’s message to Be Legal Ready, wherever you are,” added Jacob Frost, VP, media director, Mediahub.
This is the first work for the brand since both Martin and Mediahub became agencies of record. Martin is tasked with building creative brand platforms, performance marketing, social, digital, PR and activations. Mediahub is handling full-funnel media buying and planning, led by the agency’s New York office with support from across its US network.
BRAND
COMPANY NAME: LegalShield
CHIEF MARKETING OFFICER: Cara Whitley
MARKETING SPECIALIST: Steve Gregersen
MARKETING DIRECTOR: Kristin Polidoro
BRAND MANAGER: Alecia M. Zack
HEAD OF DESIGN: Russell Kostner
MARKETING: Niki Seggerman
AGENCY / CREATIVE
COMPANY NAME: The Martin Agency
CHIEF EXECUTIVE OFFICER: Kristen Cavallo
CHIEF CREATIVE OFFICER: Danny Robinson
CHIEF STRATEGY OFFICER: Elizabeth Paul
EXECUTIVE CREATIVE DIRECTOR: Ashley Marshall
CREATIVE DIRECTOR: Caroline Ekrem
COPYWRITER: Dave Gibson
ART DIRECTOR: Mauricio Mazzariol
ART DIRECTOR: Sean Riley
ART DIRECTOR: Ben Johnston
COPYWRITER: Alex Wilson
COPYWRITER: Jonathan Carl
DESIGN DIRECTOR: Judd Burnett
DESIGNER: Mark Brye
MANAGING DIRECTOR: Walker Teele
ACCOUNT DIRECTOR: Ashley Diddell
ACCOUNT DIRECTOR: Julia Simonini
ACCOUNT EXECUTIVE: Tiffany Boggs
COORDINATOR: Sophia Leichtentritt
PROJECT MANAGER: Maclaine Ellis
HEAD OF PRODUCTION: Tasha Dean
EXECUTIVE PRODUCER: Brett Alexander
EXECUTIVE PRODUCER: Matt Swieca
PRODUCER: Danica Walker
DIGITAL PRODUCER: Chase Maszle
BUSINESS AFFAIRS MANAGER: Nykeeba Brown
BUSINESS AFFAIRS MANAGER: Scott Powell
STRATEGY DIRECTOR: Evan Giordano
STRATEGY DIRECTOR: Mariana Cotlear Vega
STRATEGIST: Andrew Allen
STRATEGIST: Kofi Aidoo
MEDIA
COMPANY NAME: MediaHub
PRODUCTION
COMPANY NAME: MJZ
DIRECTOR: Vedran Rupic
PRESIDENT: David Zander
EXECUTIVE PRODUCER: Eriks Krumins
PRODUCER: Christian Kuosmanen
SUPERVISOR: Henning Szpiro Eriksen
EDITORIAL
COMPANY NAME: CUT & RUN
EDITOR: Frank Effron
EXECUTIVE PRODUCER: Amburr Farls
PRODUCER: Brian Scharwath
POST PRODUCTION / VFX
COMPANY NAME: Platige
EXECUTIVE PRODUCER: Auerlien Simon
COLOURIST: Peter Sasim
COMPANY NAME: Business Club Royale
CREATIVE DIRECTOR: Ulf Lunden
FX LEAD: Anders Nyman
PRODUCER: Henning Szpiro Eriksen
POST PRODUCTION / VFX
MUSIC / SOUND
COMPANY NAME: Heard City
EXECUTIVE PRODUCER: Jackie James
SOUND ENGINEER: Mike Vitacco
Discussion about this post