Establishing optimism in times of uncertainty

Bird & Bird. Establishing optimism in times of uncertainty

26 February 2021

Businesses of all sizes and stages of life have had to evolve and adapt in the past year in response to the global pandemic. But as often happens in challenging times, new energies and ideas emerge in response to change. Companies begin to find new ways to survive and thrive in the new era that will inevitably follow.

Research by international law firm Bird & Bird evaluated how London, the ‘global capital’, has responded following the onset of the pandemic and how it will evolve as a business epicentre to face an expected new normal. Bird & Bird’s research has a cross-sector perspective, looking at various effects on business performance and consumer behaviours.

London & the new normal
Working closely with Bird & Bird to support the business objectives of the research, Living crafted a digital-first campaign strategy that would augment the nuances of the findings. We set out to create a user-friendly gateway to the ‘London & the new normal’ series.

Amplification of intellectual capital
We developed a dedicated microsite that allows users to immerse themselves in the series of insightful findings through a lively mix of animation, sound bites, and contributor quotes that is underpinned by rich thought leadership articles from Bird & Bird’s sector specialists.

With the objective of driving engagement, we storyboarded and created nine animations, themed on the headline stats from the research. The animations were designed to be modular where key data points are segmented into short versions, primed for sharing across social media; this tactic extends the lifespan of the content and provides key takeaways for time poor audiences.

As the ‘London & the new normal’ campaign rolls out in the first quarter of 2021, Bird & Bird is already experiencing positive user analytics from the microsite and increased engagement through social media. The campaign clearly demonstrates that regardless of the challenging climate, audiences increasingly value compelling content and engage positively, when it’s delivered with them in mind.

If you would like to know more about how we can bring your products or solutions to life in an engaging and impactful way, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.

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