coexist

Opportunity

Schottenstein Zox & Dunn (SZD) has proudly earned a reputation for being pioneers in the legal industry when it comes to marketing, awareness and philanthropy. It’s been a natural fit through the years as SZD and Coexist continue to team up and leverage emerging media to tell the right story at the right time.

After receiving multiple invites to upcoming “Ugly Holiday Sweater” parties, it became quite clear as to what we needed to do. It was time to leverage a willing list of SZD senior partner participants and a professional photographer to completely re-invent this aging holiday trend – and do it online. It was time for the “SZD Couture for a Cause” holiday edition, digital campaign.

Execution

A combination of clean white space, vivid photography and subtle Flash animations encouraged users to get involved with the new holiday-themed micro-site. Fun story lines, simple navigation and light-hearted visuals all stay true to the SZD brand while helping to portray associates at the firm as tech-savvy, approachable experts in their respective fields.

Working with 11 senior associates and principles at the firm – it was amazing to watch each individual transform into the ridiculous holiday outfits we made them dress up in. The honest and good natured fun we had during the photo shoot really translated well on screen. This authenticity enticed viewers to spend quality time online to select their favorite models, outfits and poses and witness these personal choices as they animated into a full-fledged fashion billboard downtown. 

Results

On the heels of a crowd-pleasing 2007 holiday campaign, SZD clients and friends were anxiously awaiting the next chapter and Coexist delivered. Beyond the original concepting, design and digital development - the Coexist team loves to get involved taking on everything from prop purchases and outfit selections to photo shoot art direction, story scripting and everything in-between.

The viral nature of “Couture for a Cause” and the "send to a friend" functionality allowed SZD to share holiday greetings and promote the firm to a much larger audience compared to what typical firm mailing and email lists would allow. Client reactions to the new campaign were amazing with recipients genuinely excited to see their SZD contacts involved in such a compelling interactive piece. Not only did SZD get to spread a little holiday cheer, but it also allowed the firm to highlight their involvement with “Dress for Success” including a year-end monetary donation and clothing drive to benefit disadvantaged women.