The campaign not only reflects on LegalWise's four decades of enforcing and defending the rights of its members but also positions the brand for a forward-thinking future, says the duo.

Reflecting on the inspiration behind the campaign, Mo Lentsoane, Executive Creative Director at Avatar, says, "The brand is turning 40, and we knew this had to be more than just a celebration. We wanted to create a film piece that spoke to the history of LegalWise's commitment to its members while simultaneously capturing the brand's vision for the future. We recognised an opportunity to tell a progressive narrative — one that solidifies LegalWise as a pioneering force, a brand that has been a beacon for South Africans over the last four decades."

Avatar's strategic approach was built on LegalWise's dedication to its members. "Our strategy focused on balancing LegalWise's legacy with its future promise. We aimed to create a message that felt both emotionally and functionally relevant, underscoring the brand's experience and adaptability," George Chen, Head of Strategy at Avatar, says.

This foundation enabled Avatar to develop a campaign that appeals to both long-standing members and new audiences, effectively blending the past and future into a cohesive, compelling narrative, says the duo. 

One of the campaign's feats was its use of ground-breaking LED studio technology, which allowed for the creation of entire worlds and immersive moods within a single location. This innovative approach gives the advertisement a truly cinematic quality, the duo says. 

"Our culture drives us to find the magic behind the story, and with LegalWise, we believe we've achieved that," Lentsoane adds. Avatar has demonstrated its ability to turn a meaningful brand milestone into a memorable and future-focused campaign, ensuring that LegalWise continues to stand as a bold and reliable partner for all South Africans seeking legal protection.

Vincent Gege, Marketing Manager at LegalWise, concludes, "For 40 years, LegalWise has been a trusted leader, dedicated to empowering its Members with affordable and timeous access to justice. As the brand marks this significant milestone, it reaffirms its commitment to supporting South Africans today and for the next 40 years."

For more information, visit www.legalwise.co.za. You can also follow LegalWise on Facebook, LinkedIn, or on X. 

*Image courtesy of contributor