PROFESSIONAL SERIVCES

G+T summer clerkship campaign 

We took a refreshingly genuine approach to show law grads what working at one of Australia’s top tier firms is really like.

For over 35 years, G+T has been known as Australia’s most progressive top tier corporate law firm. G+T approached us to help attract the best grads to its summer clerkship campaign – ambitious, entrepreneurial students willing to challenge the status quo. So we had to think differently, to show why they belonged at G+T.

Our narrative-led strategy uncovered what motivates this generation – including autonomy, global opportunities, and social connections – and then brought that to life in a refreshingly honest video series. G+T’s lawyers answered questions off the cuff, like Isn’t corporate law really boring? Can you have a tattoo and still work at G+T? The questions students are thinking but never ask. It captured the true spirit of a fun, inclusive, high performing culture in a highly engaging and shareable way.

We also turned campaign collateral into valuable, useful content to reinforce the narrative. This included a brochure with a helpful workbook section, which guides candidates through interview preparation and personal branding. On the microsite, videos shared compelling career stories with a big dose of personality.

The results exceed expectations. Across the three offices, clerkship application numbers jumped – between 23% in Sydney, to 59% in Perth. Plus, the partners agree this cohort was the strongest yet. The campaign also resonated more broadly, with one recruitment partner saying it ‘reduced the fear of working at a top tier firm by taking such an approachable and friendly tone.’