We were lucky enough to win the Calmac account by producing a gift of a strapline. And it is still going strong today. I have just featured a few of the concepts I created for them here.
The first is a TV concept designed specifically to tie in with a website that allowed the user to use a ferry cursor to journey to animated icons on a map covering all of Calmacs routes. Each icon would click to seamlessly connect with engaging real footage bringing the icon to life.
Every icon was created to perfectly match the footage available so the user journey was delightfully seamless. The concept allowed us to create online ads using the simplified illustrated style when file sizes were restricted but allowed us to switch to the stunning photographic imagery of the Western Isles when media was richer.
The second campaign, which you will find below, unashamedly used the fact that (on a good day) imagery of the western isles has a wow factor matched only by the Caribbean and Pacific islands. We juxtaposed this humorously with the fact it is just off the coast of Scotland to create a campaign that had great cut through in such glamorous locations as the Glasgow underground targeting Scots who might otherwise have assumed that paradise lay further afield.
This ambient ad appeared on the floors of rail and underground stations.
And this appeared in stations in the West End of Glasgow
