08.13.07

Scottish Development Int'l ad campaign

Print Ads, Business

The race for foreign R&D investment has become extremely competitive. Scottish Development International (a government organization that promotes economic growth) was looking for a way to remind investors about Scotland's history of industrial innovation. In response, Wenham, Massachusetts-based Mullen created this campaign that strikes a balance between Scotland's cultural legends and its industrial milestones. In tribute to the ancient lore of Scotland, the art direction of this campaign is nostalgic, but not gratuitous. It leverages blue and white tartan, the lion crest and historically accurate weaponry to ground the viewers firmly in Scottish heritage, without distracting them from the message. Classically simple in its design, it has just enough detail to make it unique and, more importantly, unique to Scotland.

Mike Shaughnessy, art director; Jeff Baxter, writer; Mike Shaughnessy/Jeff Baxter, associate creative directors; Michael Ancevic, group creative director; Edward Boches, exectuive creative director; Armandina Lozano, illustrator; Alice Blue, digital imaging.

www.mullen.comwww.sdi.co.ukwww.mullen.com