Burns Baby Burns
Scotland’s International Image (Scottish Executive)
Issue 3 | July 2008
Agency
The Leith Agency
Creative Team
Sean Moore - Creative Director;John Shannon - Art Director
Production Team
Andy Rafferty
Other Credits
Katherine Manley - Account Manager
Date
January 2007
Background
Scotland’s International Image is a Scottish Executive project to promote Scotland internationally as a modern, confident, vibrant and forward-thinking country. The desired outcomes of the project are for people to think positively about Scotland and to consider it as a great place to live, work, study and do business. There are several big events in the calendar and Burns Night, in honour of Scotland’s national hero Robbie Burns, is celebrated worldwide. The objective of the brief was to use this as a platform to engage with and surprise an audience of international journalists and Foreign and Commonwealth Offices.
Idea
300 journalists and Foreign and Commonwealth Offices from North America to China received a beautifully produced A3 box bearing the embossed headline BURNS BABY BURNS 25.01.07. Once opened, the box revealed a real old-style frame wrapped in tissue, a letter made to look like parchment, plus a leaflet that drove the audience online to discover more information to help them hold their own Burns Night celebration. Inside the frame is a portrait of Robbie wearing a pair of sunglasses. No doubt if Burns were alive today he would be a rock ‘n’ roll star in the mould of Liam or Noel Gallagher. He was a popular, rebellious and much loved character in his time and lived life to the full. The Leith Agency and Scotland’s International Image wanted to celebrate his life and illustrate that Burns is as contemporary and relevant today as he was back then.
Results
Full results not yet available, but so far it has received considerable positive and enthusiastic responses from across the world. Comments received by email include: ‘Nice to see our cultural heritage in a funky form for once, instead of the shortbread-tin kitsch that we normally get associated with. Keep up the good work!’ And: ‘Cool Britannia? ...Scotland. Rocks.’
Target Audience
Journalists and Foreign and Commonwealth Offices
Size
300 mailings
Our Thoughts
The Scots could be honorary Kiwis, judging by this piece. It takes their national treasure, the poet Burns, and…takes the piss out of him. Robbie in ray-bans. You can’t help be charmed.