The campaign aims to raise the spirit and profile of Scotland to a historical high by igniting the power of a nation behind tourism.
People across the world will be asked to share their experience of the spirit of Scotland through #ScotSpirit and in doing so become part of a special movement with social, economic and charitable aims. In the USA, the advert is narrated by Perthshire-born star of the US hit The Good Wife, Alan Cumming.
Twelve online emotive short documentaries capture the spirit of Scotland through the eyes of those that live and work here, including a piper in the Edinburgh Military Tattoo, the train driver of the Jacobite Steam Train and a scallop diver in Skye.
Creative Director: Michael Hart
Art Director: Paul McDonald
Copywriter: Euan Auld
Additional credits: Ben Craig, Director; MTP, Production.