Sydney agency Mr Mumbles has created an unusual international advertising campaign for the newly-combined legal firms King & Wood and Mallesons.

King & Wood Mallesons brings together Mallesons Stephen Jacques, one of Australia's biggest legal firms, and China's leading legal firm King & Wood.

The new brand and campaign is the result of 12 months of repositioning the brand, led by Melbourne global strategy firm Mext Consulting.

Mr Mumbles' campaign is category-breaking, as legal firms traditionally do not conduct brand advertising. It aims to promote King & Wood Mallesons as forward-thinking.

The campaign consists of three print ads, shot by photographer Andreas Smetana, featuring the firm's partners and lawyers in settings from the future – the launch of a client's 500th deep core miner, the opening of the world's first 'eco-sea building', and the launch of a new hover bike.

Andrew Town, creative partner at Mr Mumbles, said the campaign is innovative for a legal firm.
“It's bold to think of a legal firm as a brand,” he said. “King & Wood Mallesons is more than a traditional legal firm – it's about being there for its clients in the long term, enabling them to achieve their goals, no matter how audacious.”

Stuart Fuller, global managing partner at King & Wood Mallesons, said the new branding and campaign reflects his company's forward thinking.
“Our new brand is a reflection of our aspiration to help shape our clients' worlds, both now and into the future. It's exciting because this is just the first step.”

The campaign, launched today, is running across Australia, Hong Kong, the US and UK.