amicable
Embedded Since: 2025
Total Estimated Savings: £250K
amicable is a UK legal-tech company based in London offering a fixed-price, technology-led alternative to traditional divorce lawyers,
The Challenge
1
amicable had proved their message worked in London with underground posters, bus sides and escalator panels. Awareness and consideration were climbing, but the brand only existed in the capital.
The next stage was national. And the belief they're up against (that divorce = solicitors + fighting), is deeply held.
We had been building amicable’s organic online presence for almost a year, but this campaign required us to think bigger and broader, to shift emotion at scale.
The Brief
2
A national TV campaign to build awareness and consideration beyond London.
The ask: develop a creative that breaks the connection between divorce and conflict. Think sensitive, moving and compelling. Crucially, the campaign needed to speak to the friends and family around separation as much as the couple in the middle of it.
The normal route to television is an ad agency. Months of onboarding, layers of approval, and costs that keep most challenger brands off the medium altogether. But we brought a more streamlined approach.
"What a fantastic execution of something so real, so honest and so moving. I will be, and we will be, eternally grateful for how you captured this. You nailed it."
— Kate Daly, Co-founder, amicableStamp’s Embedded Approach
3
Stamp was already embedded within the brand so there was nothing to onboard. We were already familiar with the brand voice, the audience and the sensitivities of the category before the brief arrived. The client had not made a TV commercial before, so our deep understanding of the brand helped ensure key stakeholder buy-in, from script to storyboard.
The final film, Still a Family, is 30 seconds long, achieving the story with almost no dialogue.
The production was broadcast standard and moved at our embedded pace.
Four principals, with one character cast at three different ages.
Child performers licensed, chaperoned and safeguarded to APA standards.
One shoot day across four London locations with a 22-strong crew.
Directed by our founder Benjamin Uttley, a BAFTA-qualified filmmaker, and produced by our own Ruskin Kyle and Paul Hornsby.
Clearcast approval, then 30 and 10 second versions delivered straight to the broadcasters, with media planning and buying by Squadron London.
The Result
4
Still a Family ran nationally through September 2025 on ITV, Channel 4 and Sky channels. The plan was built to reach an estimated 59% of UK adults, more than 30 million people, four to five times each.
The numbers came back fast:
Branded search traffic jumped immediately, clearing the campaign KPI of a 50% uplift by a distance.
Brand reach in the UK, the number of people seeing a search result for amicable, rose 96%, against 10% globally over the same period.
Clicks on that result went up 429%, and click-through rate nearly tripled.
Searches like 'amicable divorce' climbed in both clicks and click-through, which is the ad doing exactly what it was briefed to do: tying the brand to the service in people's heads.
And the headline: national brand awareness jumped from 19% to 26%, with consideration holding at its previous level.
A third more of the country knew who amicable were after one month on air.
The production cost roughly a third of what the same commercial would have cost through an ad agency. The result was bang on brief and achieved the motion with brand awareness. All without the middleman.
