TUESDAY 21 SEP 2021 12:05 PM


Legal and financial services firm, Irwin Mitchell, has launched a new campaign ‘The Human Touch’ created by Merkle B2B agency, showing real human client stories. The video works to push diversity and inclusivity not just in the visual comms but also with the production team behind the creative.

Irwin Mitchell has recently refocused its business to put clients at the heart of its communications strategy. The Human Touch campaign aims to deliver on this brand ethos and share personal stories of legal case outcomes.

Global full-service agency Merkle B2B, created the video in partnership with creative studio Annex and director Oscar Cariss. The brief puts inclusivity at the heart of the campaign not only just on screen but also within the production team behind the visuals. Executive creative director, Jason Fletcher, made sure the campaign included TV, photography and a suite of a film came from a diverse background.

Oscar Carris directed the commercials, whilst the photography was taken by blind photographer, Ian Treherne and the mentorship of Rankin. Derek Paravicin, a musician who is blind and autistic, plays the piano for the video.

Jason Fletcher, executive creative director, Merkle B2B, says, “What we are really hoping for is that this inspires other creative agencies and production companies to use more differently abled talent, an area that the industry has been lagging behind on for many years. This campaign is testament to the fact that differences of perspective only add richness to creative concepts, seeing Ian at work with Rankin was truly incredible.”

The full production team was made up of 30% differently abled people which a large percentage taking senior roles. This is a stark contrast to the 9% that make up the creative industry. This campaign works to highlight Irwin Mitchell’s commitment to become a more inclusive employer and responsible business.

Victoria Brackett, chief commercial officer at Irwin Mitchell, says, “We took an inclusive approach to producing this campaign that will change public perceptions within the broadcast industry. As well as using real clients, not actors, we’ve assembled a behind-the-camera team made up of people who are often overlooked: those with disabilities both hidden and visible. It's about giving opportunities to talented individuals who don’t always receive the opportunities they deserve.”

The video conveys a message of connection, between clients and Irwin Mitchell employees. It aims to demonstrate the company’s human approach. A young girl, who was left with cerebral palsy after suffering a brain injury in a medical negligence incident, is among those featured in the film.

The creative will air on TV, print and online over the next few months.