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Colman's English Mustard

Problem

Colman’s mustard is an English kitchen staple, however with the condiment market being saturated with new flavours from around the world, Colman’s needs to re-establish itself in the marketplace and attract a younger demographic.

Insight

In the 1920s, Colman’s launched the first integrated campaign of its kind with the fictitious club,
The Mustard Club, that Colman’s users could join. It was a highly successful campaign with more than 500,000 members.

 

Idea

Tying in with modern day trends of nostalgia and “foodie” culture, Colman’s is re-establishing
The Mustard Club for the modern day digital consumer. Reworking the past rules and teaser advertisements to suit the desires of consumers today.

 

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Historic Scotland

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Problem

Historic Scotland sites are often overlooked or not considered in favour of other attractions in Scotland such as Edinburgh Zoo. Parents want the best for their children and worry they spend too much time in front of digital screens.

Insight

There are over 77 historic Scotland sites all featuring there own unique stories and tales of events that have taken place, mostly featuring ghosts from the past who have been murdered or executed within the grounds. 

 

Idea

A social media and online video campaign highlighting in the style of mockumentaries, some of the ghosts residing in historic Scotland sites and how they are coping with the lack of visitors to there homes in 2017.  

Cant Retouch This - IPA Student Awards

Problem

54% of boys are completely unaware that airbrushing takes place in advertising. As a result teenager boys think they have to look a certain way to be attractive and put pressure on themselves to attain these unrealistic body standards.

Insight

Airbrushing in advertising is considered to be the norm and standard with no regard on the effect this has on young people’s mental health, when they view these images.

 

Idea

Create a social movement #CantRetouchThis to raise awareness of airbrushing within advertising, and to create/implement a mandatory regulatory symbol highlighting when an image has been airbrushed.

 

Awards

3rd Place at the Scottish IPA Student Awards (May 2017)

Winner of a Gold Creative Conscience Award (July 2017)

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Scottish Blood Transfusion Service 

Problem

Scottish blood banks need a constant supply of donations in order to keep up with demand.
Students believe they only need to donate once to do their part, but Give Blood needs repeat donations. 

Insight

Students are known for being quite self-centred, epitomised by the trend to rate someone’s attractiveness based on a scale on 1-10. 

 

Idea

Challenging students conceptions about the attractiveness rating scale to think about the number of times someone has donated blood. Turning the self-centred scale in to selfless acts. 

 

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Tennents Lager

Problem

Last Christmas over 450 drivers were found guilty of being over the drink driving limit in Scotland with two-thirds of those being males aged 18-24.  

Insight

With a target demographic of 18-24 year old males Tennents are in an ideal situation to direct the conversation about the issue of festive drink driving.

Idea

Using the brands heritage and ethos of “crafting a lager that is rooted in community and in tradition” and with Christmas being the season of good will Tennents have a special festive message for all its young male drinkers but also for the wider community in general, in the form of a Christmas carol.

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Fathers Network Scotland

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Problem

Modern day fathers are still fighting for equal rights in the home and as a result they often feel undervalued and not taken seriously when requesting time off work to look after their children.  

Insight

The relationship between father and child is often made up of the small acts and gestures that go unappreciated but are remembered to form a lasting bond.

 

Idea

Highlighting and cherishing the everyday small moments we have with our father figures, evoking an emotional response from the general public to remember the moments shared with the father figures in their lives.

The Gate Christmas Card

Problem

Christmas is a time of tradition, giving and receiving, however some of these festive traditions are
out-dated and haven’t caught up to the modern 21st Century.

Insight

The Gate recently rebranded and repositioned themselves as a  “strategic ideas agency” which goes under the mantra of having “Ideas Forever” 

Idea

To bring Christmas cards into the 21st century by helping them evolve and to reflect modern society so it can live on forever, whilst reflecting The Gates core proposition of “Ideas forever” and promoting the brand.   

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Burger King

Problem

Execute the message of 'flame-grilling since 1954' in a new, relevant way that makes younger, more cynical consumers want flame-grilled burgers not fried.

Insight

Generation Z are driven by personal growth and ambition, whether this means becoming their own boss or setting up a side hustle, in order to live out their passions.

Idea

Burger King will launch the Whopping Big Passion Project to show generation Z they are the champions of passion. Because fire starts in the belly. 

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The National Forest 

Problem

Awareness,engagement and donations to the National Forest are low, whilst many people are feeling beleaguered and worn down by the pace of modern life, they are crying out for a way to cut the crap and reconnect. 

 

Insight

Spending time outdoors in the fresh air, is not only healthy but also helps you clear your head and mind, whilst putting perspective into your life.

Idea

A campaign highlighting time spent regardless of your age in The National Forest is rejuvenating and a way to detox from modern life and its stresses, whilst benefiting both your physical and mental health.   

 

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See the Light

Problem

People dump rubbish in and around the Union canal in the fountainpark area of Edinburgh and forget that the issue of rubbish doesn't disappear over night and is often overlooked as being a problem ruining the urban landscape.

 

Insight

With littering on the rise within urban Edinburgh and the arrival of the new secondary school littering in the union canal is a real issue. ​

Idea

A typographical installation that evolves over the course of time from day into night, with the message becoming only clear once darkness has fallen, reminding people that the issue is still present if not visible to the naked eye.   

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