Lady Justice Implores Lawyers to “Law Better” in New DISCO Campaign Through BigSmall

DISCO, a leader in AI-enabled legal technology is launching a major new campaign encouraging law firms and legal departments to ‘Law Better’.

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“DISCO is a phenomenal product, so our mission is to make sure every lawyer in the world knows about it. With Lady J as the new face of DISCO’s creative we hope to spread the word further and faster than ever before.”

The new campaign, which was created by London-based creative agency BigSmall, introduces DISCO’s new campaign icon, Lady Justice. The ultimate symbol of law, fairness and impartiality, Lady Justice – or Lady J as she calls herself – is roused to action by the sight of all the poor, sad lawyers struggling with slow, outdated legal-tech. Stepping off her plinth, Lady J rips up the office, exhorting the lawyers to get with the times, use DISCO and Law Better.

The campaign was shot by award-winning director Clay Weiner through production company Biscuit. The global campaign launches in the US before rolling out to other markets later in the year.

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The integrated campaign was built on the brand strategy defined by BigSmall and the central brand idea of Law Better.

The digital and social work continues the theme with Lady J promoting DISCO’s AI-driven technologies and services.

Tom Furr, Chief Marketing Officer at DISCO, said: “When it comes to technology, it’s time for the legal sector to modernize itself and embrace innovation like other industries have. We’re taking a humorous approach to get noticed, but the things Lady J gets angry about are all real-life frustrations that lawyers face every day of their working lives and which DISCO can solve.”

Tom Evans, Creative Partner at BigSmall said: “DISCO is a phenomenal product, so our mission is to make sure every lawyer in the world knows about it. With Lady J as the new face of DISCO’s creative we hope to spread the word further and faster than ever before.”

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