Air Creative appointed to develop CraftScotland campaign
CraftScotland, the national body which promotes and develops contemporary Scottish craft has appointed Air Creative to deliver its cinema and print campaign.
The Salford based agency has been tasked to deliver a national cinema and print campaign which will challenge the public’s perception of craft.
The C Word campaign will be used virally and on some inbound flights into Scotland’s Airports while the Cinema campaign will initially be launched across Scotland, London and Greater Manchester.
CraftScotland is looking to highlight the difference with hobbicraft and knick-knacks with which it is regularly confused and drive people to its website.
Emma Walker, chief executive at CraftScotland, explained: “Originally a Scottish Arts Council project, CraftScotland became such a dynamic centre for information on Scottish craft that in September 2008 it became an independent organisation. ‘The C Word’ is the first audience development campaign to promote the innovation and diversity of Scottish craft across the UK in an accessible way. There is a new found energy in the Scottish craft sector and The C Word is set to mark a new way of thinking about and buying craft.”
Paul Barnes, managing director of Air Creative, said; This is particularly satisfying as very little business comes south of the border. We are looking forward to developing ground breaking creative that will fulfil the client’s objectives and generate real value for their makers.”