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Hanson Bridgett Launches New Look, Video to Match (March 12, 2008) 

(San Francisco, CA, March 12, 2008) Want to see a law-firm managing partner walk down Market Street in Lederhosen and knee-highs, banging a bass drum to accordion music? Check out this YouTube link: http://inspired.hansonbridgett.com/ 

The Northern California firm formerly known as Hanson, Bridgett, Vlahos, Marcus & Rudy LLP again employs a progressive campaign to differentiate itself from the competition. This time the firm harnessed the power of the Internet and popularity of social networking to spread its new look and feel by "word of mouse." 

On the heels of implementing an innovative associate compensation structure, covered by the San Francisco Daily Journal and the Wall Street Journal Law Blog, the firm celebrates it 50th birthday with a new tag line — "Inspired" — to go with its new logo and abridged name, Hanson Bridgett LLP. A light-hearted video, featuring Lederhosen and three styles of accordion harmonics, is helping to disseminate the re-branding rollout. 

Viral videos are a popular method of achieving widespread exposure, dependent solely on Internet sharing via email, instant messaging, blogs and other web-based media channels like YouTube and Digg. 

"We examined the viral video medium and quickly recognized it was a great way to reach a new generation of people," says Managing Partner Andrew Giacomini. "In looking at the medium, we quickly recognized that it was not appropriate for traditional law firm messaging but would require something completely different. In making our movie, we called on the creative skills of people who work here, including local film maker Dave Burns." 

Giacomini in particular desires pervasive distribution of the video because "I want people all over the world to see me in Lederhosen.

" So far, so good. Within 24 hours of the video's release, YouTube had registered nearly 5,000 hits. "Law is Cool" and "Above the Law" are among the several well-known blogs that immediately took notice. 

"A lot of people have been asking me what the video means," Partner Garner Weng reports. "And a lot of people have been telling me what it means. Everyone has a different take on it," as reflected by some of the early comments on YouTube and the blogs. 

"That's the beauty of it," Weng says. "If you're wondering, there is a specific message we were trying to deliver — but it's a secret." 

What's not a secret is that former Managing Partner John Vlahos' name has adorned firm letterhead for more than four decades. But, as evidenced by his law firm encroaching on the new frontier of viral video space, Vlahos says he appreciates that the times, they are a changing. 

"With the market-driven nature of the legal profession today, it's inevitable that long firm names are a thing of the past," Vlahos says. "I recognize that shortening the name for enhanced brand identification is, in the long run, a benefit to the firm, and for that reason, I fully support the change." 

Hanson Bridgett Public Relations: 

P: 415-995-5192, F: 415-541-9366 

Or contact: 

Andrew Giacomini

Managing Partner

P: 415-995-5059

agiacomini@hansonbridgett.com 

To receive future Hanson Bridgett Press Releases by email or hard copy please email flopez@hansonbridgett.com.

Hanson Bridgett is a law firm with more than 150 attorneys in offices in San Francisco, Sacramento, the North Bay, Silicon Valley and the East Bay. Serving clients since 1958, we are well known in Northern California and have earned a national reputation in many of our practice areas.

Our diverse client list includes large national and global companies as well as many governmental entities, regional businesses and individuals. While we keep true to our California roots, our work increasingly takes us across state and national borders.

Michelle Klopp
Hanson Bridgett LLP
425 Market Street, 26th Floor
San Francisco, CA 94105

415-995-5075 Direct Phone
415-541-9366 Fax

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