Banner ads flashing the firm’s benefits across the popular Vault career information website earned Morrison & Foerster LLP (MoFo) first place in Electronic Media by the Your Honor judges.

“We enjoy an excellent reputation with law students as a wonderful place to work and as a firm that promotes diversity, provides pro bono opportunities and mentors its lawyers. However, some law students and lateral associates don’t know what differentiates MoFo from other large and excellent law firms.”

The Vault banner ads reflect the firm’s energy and bring alive the firm’s culture – of celebrating individual talents and recognizing the importance of self-expression in achievement.

One set of five ads plays out as follows:
1. An image of a circle of pigeons,
2. The words, “If you’re not paying attention, it could happen to you,”
3. The words, “Will you be just one more unit of lawyer taking up residence in a new roost?”
4. The words, “At Morrison & Foerster we raise amazing lawyers. And leave the cultivation of pigeons to others”
5. The words, "Don’t get pigeonholed. www.mofomojo.com."

“We were committed to creating recruiting materials with a point of view that spoke to our target audiences and did not just blend with the firm’s other communications,” according to the firm.

The ads reinforce themes from the website and are intended to get law students and lateral candidates to the recruiting website. The results are convincing: web traffic has increased significantly; on-campus sign-ups for interviews have increased at target schools; and the website has been sited by various blogs as one of the best law firm recruiting sites.

Click here for video of the award presentation and an interview with the winner.