Not for the Fainthearted

Corporate law is not everyone. For those who relish a challenge, few firms can offer opportunities to match those at Baker McKenzie.

Baker McKenzie fosters teamwork and a strong collegiate culture. Since ambitious graduates want to realise their full potential, providing hands-on experience and opportunities for self-development is equally important.

To show how trainees and associates rose to the challenge of working for a global law firm with a diverse client base (sometimes in unexpected ways), we created a campaign called Not For the Fainthearted.

This incorporated intriguing, quirky words and images to engage readers in their tales and adventures.

Butterflies, Palpitations, Wobbly Knees and Other Trainee Stories, the title of the brochure helped set the tone for the campaign and reinforced the firm’s approachable personality.