As part of Holland & Knight's expansion into the Caribbean and LatAm markets, the firm needed a way to distinguish it as a major player in those regions. I proposed a marked departure from the traditional HK regional marketing approach by conceiving a more modern theme that leveraged the firm's already solid foothold in the Florida market – a market with strong business ties to its surrounding Caribbean and LatAm neighbors.
 

Highlighting the team's local expertise alongside its global reach, the campaign positioning told a fresher story that positioned Florida as the gateway to expansion in contiguous markets.

 

This ad theme was carried through digital, print, and organic social channels, as well as email outreach.