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LOUDER

Client: Johnston Press
Brand: The Scotsman

CLIENT CHALLENGE

The Scotsman needed a campaign to reflect their redesign and relaunch and emphasise their unique position as Scotland’s national newspaper.

CAPTIVATING THINKING

We created a campaign that uses the power and beauty of the written word to emphasise the energy and optimism of Scotland today. We commissioned a Scottish poet to capture that spirit in prose and then created a one minute film called 'Louder' to paint a portrait of the wonderfully diverse folk that make up this nation. All of this reflecting the newspaper’s dynamic tone and desire to broaden its appeal to the passionate community that lives in Scotland. Radio and outdoor delivered the poem, driving people to watch the film at Scotsman.com/louder, at the same time as a programmatic media buying strategy actively sought out our audience online.

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