What’s Hot?
The Scottish Government
Issue 8 | September 2008
Agency
The Leith Agency
Creative Team
Sean Moore - Creative Director;Caroline Petrie - Art Director
Production Team
Grant Byrne
Other Credits
Nicky Siegel - Senior Account Manager
Date
June - July 2008
Background
In Scotland nearly every hour of every day there is a house fire. The Scottish Government wanted to persuade people who had just moved home that there is no room for complacency when it comes to house fires. They wanted to make this group feel vulnerable, yet supported. The aim was to get practical fire safety steps over to help reduce the risks. As well as practical tips the piece was designed to promote free home fire safety visits from the local Fire Service, asking people to text or request a visit online. A free smoke alarm would also form part of the incentive for a visit.
Idea
Knowing nest-making and decoration would be front of mind to this audience, The Leith Agency pastiched an up-market interior design piece that they knew the recipient would eagerly open. Aptly designed and with a title typical of the genre - ‘What’s hot? Design Guide’ – they used stylish interior photography that on closer inspection revealed a burnt out shell. The copy aped the language of style magazines with headlines such as ‘How to achieve the look’, and ‘Amazing results achieved in minutes’.
The simple premise inside was: before you start picking out the correct shades of paint, pick out the correct kinds of fuse. Before putting out those designer cushions, put out that stray cigarette.
Target audience
People who had recently moved into a new home
Volume/Size
15,000
Our Thoughts
I normally frown on puns (though Gray Jolliffe’s trade ad, ‘The tills are alive with the sound of Moussec’ can still raise a smile) but the ‘What’s hot?’ joke works here because of the heavy irony. I loved the colour swatches in the middle.