Do you know the Centre d’accès à l’information juridique (CAIJ)? If you’re not from a legal background, probably not. In a nutshell, it’s the lawyers’ library: 40 documentation centers across the province and an online database rich, really rich, in legal resources, case law analysis, research files, you name it. They were at Studio Sparkling at the end of the summer for a training capsule project.
The target audience? Young adults aged 20 to 25, studying law or at the Bar School. The subject? Demystify the resources available to facilitate research work, and offer tips on how to use them to best effect.
On the face of it, talking about databases, search operators and complex legal issues isn’t exactly sexy, but we opened our suggestion boxes and took up the challenge.
The Mission
1.
Setting a new standard for online training
2.
Adapting to the target audience: 20-30 year-olds
3.
Captivate for 14 capsules
1. Content conveyed with the right tone
Tone of voice is an essential concept in content marketing. We have to adapt our message to our target audience, but that’s no reason to be flat! In this case, we scripted the vignettes with the audience in mind: comparisons, examples, allegories, professionalism and, above all, lots of humor.
The choice of host supported this choice. Soraya Blouin is a young, recently-qualified lawyer, well-versed in CAIJ resources (she confessed to having learned a lot thanks to her training!) and at ease in front of a camera.
2. Practical tips, stimulating visuals
To best represent the CAIJ, we’ve opted for a cozy, warm and professional decor that’s a pleasure to work in. The customer’s branding and colors were reflected in textile touches, a colorful background and small clues were dropped into the decor.
3. Rhythmic, punchy and efficient production
Time is precious. We’ve distilled the explanations, examples and demonstrations down to the essentials. The capsules last an average of 4:45 and have been scripted with a structure that encourages learning and attention: short humorous introduction, presentation of a concept, concrete example applicable in the legal field, humorous transition and conclusion. References to other vignettes have been inserted throughout, and screenshots visually show the steps to be followed by the student.
The post-production stage, and especially the editing, was crucial to this project. To keep things moving at a good pace, we drew on web codes such as jump cuts, time-lapse, bursts of images, superimpositions and punch-in zooming. Rhythmic background music and sound effects also helped to energize the content.
Results
We’re really proud of this series produced for the CAIJ. It’s rhythmic, fun, aesthetic and relevant, stimulating hearing, sight and both hemispheres of the brain!
