Modernizing the legal profession with humor and relevance
Avocats.be aimed to evolve the public perception of the legal profession. The goal? To show that a lawyer is not only a crisis manager but also a partner in prevention. A sensitive challenge in a sector often seen as technical and even intimidating. To meet this challenge, Arpeggio designed a bold, impactful, and accessible campaign, aimed at reaching citizens, professionals, and the media alike.
We started from a well-known slogan — “A lawyer is someone you should see beforehand to avoid trouble later” — and gave it a creative twist. The concept features short video clips depicting absurd or exaggerated situations, humorously highlighting the lawyer’s crucial preventive role. The tone, inspired by “informative messages,” creates a surprise effect that enhances recall while generating engagement.
Casting, art direction, storyboard, shooting, editing: each clip was conceived as a mini-fiction. The campaign includes multiple formats (16/9, square, vertical), versions in three languages (FR, NL, DE), and a series of adaptations: posters, social media visuals, email signatures… A comprehensive setup, designed for wide-scale distribution and maximum clarity of the message.
To amplify impact, Arpeggio deployed a multichannel strategy combining social media, YouTube pre-roll, SEA, retargeting, and sponsored content. Each wave of distribution is managed in real-time using precise KPIs, allowing performance to be optimized throughout the campaign. The goal: maximize visibility, reach the right audiences, and ensure media investment profitability.
Designed as an episodic series, the campaign evolves throughout the year, covering a range of topics: mediation, professional secrecy, client relations, business… This serial format allows for continuous, coherent communication and strengthens identification with the Avocats.be brand. A substantive approach that establishes a lasting new perspective on the profession.
« Arpeggio has excelled in the challenge of making our profession accessible without distorting it. Their creativity, the right tone, and responsiveness made this project a valuable collaboration. »
Stéphane Gothot, President of Avocats.be
