Shooting for the stars

How do we help the Scottish Government shift perceptions of foster care from something saintly and out of reach to something ordinary people can do? By celebrating the profound impact of everyday care, we challenged stereotypes around both foster carers and children in care. The campaign highlighted how small, everyday moments can become extraordinary, helping open more doors to loving, stable foster homes across Scotland.

Turning idle moments into enquiries. We tackled low awareness on a small budget by heading into Glasgow’s underground. Targeting commuters in a Wi-Fi free subway, we used boredom as our key to getting people to read our copy led campaign. 

For Scottish school leavers, university rules the roost, while Higher National Qualifications (HNs) have been left picking at crumbs. With uptake down 17% and understanding low, we needed to act fast. Enter “Seagull and Chip”: a bold campaign built on a simple truth; employers crave skills like seagulls crave chips. When paid media was cut, we flocked to partners, driving fresh awareness, stronger engagement, and a clear shift in how HNs are seen.

Turning idle moments into enquiries. We tackled low awareness on a small budget by heading into Glasgow’s underground. Targeting commuters in a Wi-Fi free subway, we used boredom as our key to getting people to read our copy led campaign.

How do we convince people to stop putting off thinking about their pension and act? By using a deeply human obsession: vanity. Showing users how much people their age have in their pension pots and how they compare added new motivation and prompted people to act. 

Edinburgh Zoo faced the same challenge every year: when the colder, darker nights drew in, their footfall did not. Instead of dwelling on this, we build a whole immersive experience around it, repositioning Winter as the destination, rather than a compromise. Filling Edinburgh Zoo with giant lanterns that transformed the zoo after dark. Creating a spectacle that nobody wanted to miss, in turn delivering their strongest winter trail performance in history.

For Scottish school leavers, university rules the roost, while Higher National Qualifications (HNs) have been left picking at crumbs. With uptake down 17% and understanding low, we needed to act fast. Enter “Seagull and Chip”: a bold campaign built on a simple truth; employers crave skills like seagulls crave chips. When paid media was cut, we flocked to partners, driving fresh awareness, stronger engagement, and a clear shift in how HNs are seen.