creative direction & design by angie chan
creative direction & design by angie chan
Tapping into a key insight – Scotland is human, enduring and dramatic, just like life itself – we developed the campaign “Life is Like” based on the notion that experiencing a trip to Scotland tends to bring out the philosopher in all of us.
We created a web app where users could create and share their own "Life is Like" insight using Scottish icons as metaphors for their musings. Through a mix of online and print advertisements, we received over 8,000 entries, many of which were then featured on an interactive billboard in New York's Times Square.
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Advertising, Website
As a part of this international sweepstakes, entrants were asked to choose from five adventures, each one highlighting a different aspect of Scotland's rich cultural and natural landscape. We gave each adventure its own look and feel, along with a video starring an expert Scot that encouraged the user to choose their prize.
The sweepstakes was promoted in numerous languages across multiple channels including a Facebook app, partner website, and display advertising.
CREATIVE DIRECTION Jimmie Stone
ART DIRECTION Angie Chan
DESIGN Katia Cerwin
COPYWRITING Lauren Mann
AGENCY Green Team