Lady Justice returns in new DISCO campaign

DISCO, a leader in legal technology is launching a major campaign in the US and UK to promote Cecilia, a new AI-powered platform designed for attorneys.

The campaign, created by London-based agency BigSmall, sees the return of DISCO’s campaign icon, Lady Justice, or Lady J as she calls herself.

In the new campaign, Lady J addresses the surprised staff of a law firm, telling them that with Cecilia on board, they won’t have to pull another all-nighter on work that AI can do for them. When Lady J urges them, “this weekend, have a weekend,” the celebrations get out of hand and the office descends into a frenzied chaos of lawyers pouring water on their heads, eating documents and diving into shredded paper.

In other spots we see an apparently elderly lawyer who’s been prematurely aged by reviewing documents manually and a father playing ball with his grown up son to catch up on lost parenting time.

Disco – Cecilia - This Weekend Have A Weekend

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Agency BigSmall/London
Production Company Biscuit Filmworks/UK
Director Clay Weiner

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Credits

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Agency BigSmall/London
Production Company Biscuit Filmworks/UK
Director Clay Weiner
Producer Polly du Plessis
Editing Stitch
Editor Tim Hardy
Post Production Black Kite Studios
Sound Studio Jungle Studios

Sound Designer Ben Leeves
Creative Partner Tom Evans
Producer Tracy Macassey
Designer Jonty Harbinson
Creative Director Will Flack
DP Daniel Bronks
Production Designer Sam Riley / (Production Designer)
Online Chris Grey

Composer Louis Schwadron

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The campaign was shot by award-winning director Clay Weiner through production company Biscuit and will run in the US and UK.

The integrated campaign was built on the brand strategy defined by BigSmall and the central brand idea of Law Better. The digital and social work continues the theme with Lady J promoting the specific benefits of Cecilia.

Tom Furr, Chief Marketing Officer at DISCO, said: “Growing up, I thought I’d be more likely to need a lawyer rather than market to lawyers. Thank goodness that wasn’t the case. I’ve met many lawyers since joining DISCO, and they’re all incredibly interesting people. Despite this, the legal tech category continues to serve up bland, boring marketing to them. With Lady J, we aim to bury the boring and make people laugh with a message that will resonate with any lawyer: our technology can help give them their lives back.”

Tom Evans, Creative Partner at BigSmall said: “Lady J is such a powerful creative asset that it was a delight to polish up our bronze badass for another outing.”