What have a shepherd on Mull, a fisherman on Iona, a band from across the isles and some surfers on Tiree got in common?
They, and many more of their fellow islanders, all proudly take centre stage in Caledonian MacBrayne’s new integrated campaign, CalMac and Friends, which gives real islanders the opportunity to reach out a welcoming hand to their fellow Scots and visitors from further afield.
Leading the activity is a full length music video featuring the well-known hit ‘Alright’, which is given a Celtic twist by Scottish group Macanta – with members drawn from Harris, Mull, Shetland, Tain and Glasgow – and becomes a winding path through just some of what the islands have to offer.
In addition to this we created a 30” TV advert, 5 mini documentaries featuring different aspects of the islands and online advertising. We also planned out a social media strategy for the campaign which will be managed by CalMac throughout the summer.
Filmed on Mull, Iona and Tiree, this was an opportunity to put the island communities that CalMac serves at the heart of the campaign, and their message was loud, clear and sincere: ‘We love these islands, and so will you’.