The Challenge
As world leaders and decision makers came together for COP26 in Glasgow we were challenged to showcase Scotland as a nation that is a world leader in tackling climate change.
Experiential / Internal Communications / Campaign
Scottish Government - COP26
Creating a fully immersive experience for all COP26 delegates to dramatise Scotland’s net zero actions and ambitions.
The Smart Thinking
The branding aligned with our international ‘Scotland’s taking action’ campaign - with its Zero graphic and its ‘Let’s Do Net Zero’ call for collective action, acting as the symbol for the overarching COP26 campaign framing Scotland’s people and its landscape.
Venue branding included hero portraits of the people at the heart of Scotland’s vision, showing them in the environments where they are tackling climate change.
We ensured that the campaign was fully connected, from the delegates’ point of arrival through to the COP26 venues and throughout their stay in Scotland. Our message was projected on Scottish landmarks like the Kingston Bridge and Edinburgh Castle.
We branded Scotland’s three main points of entry – Glasgow, Edinburgh & Prestwick Airports – as well as trams, buses and railway and subway stations. Electric taxis engaged delegates with film, sound and advertising whilst transporting them around Glasgow.
We used OOH media, delegate transport, and digital content for social and on location.
The Results
A third of respondents recalled seeing international outdoor ads, 29% recognised COP26 lock up, with the highest recall in Glasgow where efforts were focused.
- 3rd
- recalled seeing international outdoor ads
- 29%
- recognised COP26 lock up
