This advertising campaign helped establish McInnes Cooper as “Atlantic Canada’s Law Firm” in the minds of businesses and industries, and in the culture of the region. Inspired by their nautical heritage, it utilized the International Code of Signals, a global system of signals and codes used by vessels to communicate urgent and informative messages. Produced very cost effectively, the ads were immediately well received locally and nationally. The imagery was so admired that branded desktop wallpapers were made available to anyone.

Awarded Best Firm Identity Advertising Campaign, Legal Marketing Association Your Honor Awards.

Photography: Rob Waymen