1995

Radio Scotland TV campaign

When you watch TV, 70% of what you remember is visual and 30% audio. So how do you create a TV campaign for a radio station and make the viewer remember what they hear? What we did was to source real, emotive audio from the Radio Scotland archives. Then commission the world's best typographers to use that audio as their brief for the visuals, so, the words became the pictures. These ads are Scotland's most awarded work, spawning many copycat campaigns in the following few years. The campaign won 2 silvers at D&AD and 8 silver nominations, in fact they won awards across the globe culminating in the Epica D'or a competition open to the whole of European advertising. This is the only time a Scottish campaign has ever won this award.