Baker Mckenzie: Expand your horizons

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Expand your horizons

In London, Baker McKenzie is unconstrained by the structures and large graduate intakes of other major City firms.

Our Expand Your Horizons campaign highlighted the opportunities of working for the London office of a firm with a diverse global network and presence.

We took a set of well-known cultural icons located in Asia, Australia, the US and France, and superimposed them onto well-known London landmarks to create a set of original and intriguing images – illustrating visually the possibilities of expanding your horizons.

Founded on these images, the campaign featured on-campus postcards, a brochure, website, panels and advertising. It was a bold and adventurous approach, attracting a lot of attention and excellent feedback. Students and graduates were extremely positive about the campaign’s clarity and creativity.


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