The typical legal commercial is a talking head presentation (usually a company principal). This is not a typical legal commercial. It’s far more interesting. Far more likely to make an impact.    

Not our first time, created by Perth indie agency, Bonfire, for Persich Personal Injury, highlights the jarring contrast between a routine day and the moment an accident changes everything. The campaign targets West Australians who might have motor vehicle, workers’ compensation or public liability claims, and runs across the Perth metropolitan area.

The hero film follows Jenny’s day. It’s the 10,451st time she’s woken up, the 6,421st time she’s started her ute, the 941st time she’s clocked onto site. She’s a pro at life. But there’s a first time for everything and this is the first time she’s put a nail through her hand; the first time she’s needed a lawyer. Fortunately, it’s not Persich Personal Injury’s first time.

Perth production company, Sandbox, handled production and post; sound studio, Soundbyte, managed audio and music.

Jonathan Persich, principal at Persich Personal Injury, commented,: “This is the first brand campaign we’ve ever run, and it means a lot to me. I grew up watching my dad, Joseph, and my godfather, Simon Walters, build their names in this industry, and this campaign is my own step in that direction. It’s been a wonderful experience working with such a terrific team, and a real privilege to put my stamp on the Persich name and brand.”

Bonfire creative director, Luke Williams, added, “The trust and love that the team at Persich has given us through this process has been incredible. Jonathan gave the creative room to breathe, and our media team is making sure it reaches the right West Australians through sharp audience targeting across the channels they use every day.”

The campaign is running across BVOD, out-of-home, social and search, with creative tailored to each channel and audience.

Credits:

Client: Persich Personal Injury
Principal: Jonathan Persich

Creative and Media Agency: Bonfire
GM – Creative: Rene Le Merle 
GM – Strategy: Alex Gavalas 
Creative Director: Luke Williams
Senior Art Director: Mike Dann 
Account Director: Ami Price 
Media Strategist: Nicole Ryan 
Senior Performance Media Specialist: Brayden Zuin

Production: Sandbox
Director: Jack Connell 
Producer: Clint Logan 
Production Assistant & Designer: Maddison Jones 
Director of Photography: Shane Van Litsenborgh 
1st AC: Jayden Vause 
VFX: Paul Siciliano 
Online & Grade: Joel Taylor

Sound: Soundbyte Studios
Sound Engineer: Lachlan Cooper