Agency: Rubenstein Technology Group
Name of app: MoFo2Go
Launch date: May 2010
Creative credits: Project managers: J. David Harvey, Michael Zwerin; agency: Rubenstein Technology Group; project lead: Jaron Rubenstein; developer: Paul Shapiro; design/production: Rich Franconeri; art company: Pentagram Design; art directors: Michael Bierut, Jennifer Kinon
Why we liked it: Of course, we all know what MoFo stands for. ... Um, scratch that. It stands for Morrison & Foerster, a law firm that apparently knows it's not breaking any laws by referring to itself as MoFo and its branded app for the iPhone as MoFo2Go—even though doing so may be skirting the boundaries of taste. But no matter, we can live with the near introduction of profanity into b2b marketing, especially when the app itself is so tasteful. Despite its nickname, Morrison & Foerster is a serious firm, with a broad practice that includes litigation, financial services, intellectual property, real estate and transaction work. The app itself is also a serious tool, referring users to relevant articles and publications, as well as attorney bios. The app also has an entertaining side, including maps suggesting where clients can stay or eat when visiting Morrison & Foerster offices.