Lefebvre has taken a campaign to the streets of Madrid that quite literally crosses out the clichés of developmental training. The wild posting action, aimed at legal professionals, consultants, SMEs, and the self-employed, was created and developed by the creative agency El Hombre del Paraguas.
Madrid, April 28, 2026 – Lefebvre, a leading legaltech company and pioneer in first generative artificial intelligence legal solutions in Europe, has launched the campaign “Otra forma de formar” (“Another way of educating”), an action activating its training product aimed at companies and legal professionals.
The brand is committed to innovation and having a wide offering on its platform for face-to-face and online courses focusing on criteria and legal support for facing new challenges in a sector that continues to evolve.
Lefebvre’s innovative campaign breaks out of the communication style traditionally used by the legal sector with a wild posting guerrilla action in the center of Madrid and in key points around the city such as the courts of Plaza Castilla, a location with an influx of jurists. Under the “Another way to educate” campaign, Lefebvre positions its course catalog by crossing out professional development clichés and phrases that are overused, such as: “to stay up-to-date,” “we need to refresh,” or “it’s good for the CV,” and replaces them with a more real framework focused on what the professional needs: criterion, confidence, and decision-making skills.
In addition, the campaign is deployed in an ecosystem of digital channels with a modular message structure designed for different formats (programmatic, social, content, and recruitment), with the goal of directing qualified traffic to the training portal and targeting the right audiences. It includes downloadable content such as lead magnets to facilitate the capture of first-party data and prepare the purchase intention for future tactical campaigns.
In the words of Fernando Mourelle, Head of Digital Business at Lefebvre: “At Lefebvre we like to go beyond the usual sector codes and explore new creative formulas to connect with our audience in a more relevant way. To do this, we have had El Hombre del Paraguas, whose creative approach has been key to shaping this campaign.”
Fact Sheet
- Agency: El Hombre del Paraguas
- Advertiser: Lefebvre
- Product: Lefebvre Training Programs
- Sector: Legal and legaltech sector
- Client Contact: Fernando Mourelle and Mónica Pivaral
- Creative Team: Javier M. Vaquero, Macarena Lemasurier, Gema Redondo and Alicia de Inés
- Account Team: Luis Pardo Álvarez-Buylla and Sergio Llopis
- Piece: Programmatic, Meta, automation, action posters
- Title: Another way to educate (Otra forma de formar)