Allen & Overy

The Laws of Time

Allen & Overy came to us with a challenge: to create a social campaign that would bring the history of their organisation into the modern age.


Allen & Overy like to do things differently. It’s what makes them stand out from their competitors as a law firm at the cutting edge. So we needed to take the social tools at our fingertips to the next level. By using social in a unique way, we could portray A&O as a law firm of the future, whilst teaching potential candidates about their past. It was all just a matter of time.


We used the mechanics of Instagram to create an interactive story-led game. By exploiting the platform’s tagging function, we linked pages together to take the user on a time-travelling journey through the history of Allen & Overy.

The story begins with an ordinary day at the A&O offices. In a surprising twist, a time warp appears and the user is sent back to the founding of the firm. Players are then tasked with making it ‘back to the future.’

Those who completed the challenge were invited to enter a competition, with the winner receiving a trip to New York and London – this generated lots of engagement and shares across multiple channels. The winner was then announced on our Instagram channel via a video, which we were able to tag them in, allowing us to create one coherent journey.


unique pageviews during campaign

77 %
increased organic results on Facebook

engagements on instagram promotion

views on snapchat at 16 universities

Social Media

Allen & Overy

The Laws of Time



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