UC Hastings’ hell-raising new outdoor campaign is very much in the moment.
UC Hastings, the University of California’s oldest law school, has a long history of fighting for justice, often playing a leading role in San Francisco’s most dramatic moments. When the White House attempted to impose a travel ban against citizens of several Mideast nations in 2017, Hastings attorneys were among the first on the scene at SFO, helping confused, disoriented immigrants navigate the chaos.
So, when San Francisco agency Mortar was charged with bringing the University’s motto: Fiat Justitia (“Let justice be done”) to life in a way that underscored Hastings’ aggressive, effective approach to defending civil liberties, the gloves came off.
Still, the moment we presented the headline: “Vaginas Are More Heavily Regulated Than Assault Weapons” to UC Hastings’ Alex Shapiro …was a little scary.
The moment when Shapiro nodded and replied, “Technically, it’s the uterus that’s regulated, but, I like it!” and approved the campaign…was a little astounding.
Of course, the moment we discovered the city had managed to put all our street banners up backwards…was a little frustrating.
But the moment we realized they still work…was pretty damn cool.
While we wait for the banner hangers to get it together, please enjoy a few examples of what the campaign looks like, right-way-’round:
Thank you Alex Shapiro and UC Hastings for giving us the opportunity to #resist in a way that makes a real difference. This is a proud moment.
Read more about the work here.
AGENCY: Mortar, San Francisco
CLIENT: Alex Shapiro, UC Hastings College of the Law
CREATIVE DIRECTOR: Brian Scheyer
COPYWRITER: Hugh Gurin
ART DIRECTION: Andrew Schmeling
ACCOUNT PLANNER: Sandra Fernandez
ACCOUNT DIRECTOR: Ben Klau
ACCOUNT COORDINATOR: Stevie Chu