adam&eveDDB Tugs at Scottish Heartstrings with Pro-union Initiative
The Let’s Stay Together campaign, adam&eveDDB and Tribal Worldwide have created an innovative and ambitious digital platform designed to let the public celebrate the many achievements of Scots and Scotland as part of the UK.
The Scottish Heartstrings site allows people to share what they love about Scotland in a visually exciting way by adding a ‘heartstring’ onto an interactive map of the UK. With five categories to choose from, entries can range from favourite bands, to most admired sportspeople and great Scottish inventions.
The intent is to build a unique, publicly generated digital library of Scottish achievements as part of the UK.
The Scottish Heartstrings site will be live at http://heartstrings.letsstaytogether.org.uk for one month leading up to the Scottish Independence Referendum on September 18th.
The site is integrated with Facebook and Twitter, potentially creating a valuable social groundswell for sign-ups to the www.letsstaytogether.org.uk website.
The Let’s Stay Together campaign was set up by MT Rainey and Andrew McGuinness to provide a positive voice for all of those outside of Scotland who don’t have a vote in the referendum, but care about keeping the UK together.
The campaign already has around 45,000 signatures boosted by the recent Letter to Scotland launched by Dan Snow and Tom Holland, and signed by over 200 impressive public figures such as Sir Mick Jagger, Dame Judi Dench and Stephen Hawking.
adam&eveDDB in conjunction with their Tribal Worldwide digital team created the platform in just a few weeks.
Allan Blair, Tribal’s Paisley-raised Head of Strategy says: “As the referendum gets closer we have seen a growing interest across the UK in all things Scottish, not only politically, but in our rich culture and social heritage as well. Scotland has always been an important and vibrant part of the UK and we wanted to give people across Britain the opportunity to celebrate and discover this seemingly endless list of achievements."
Let’s Stay Together campaign principal MT Rainey said: “This is another exciting element in our campaign and one which I think people will have a lot of fun with. Scotland’s achievements have been significant, far-reaching and, I think, disproportionate, and they have been made as part of the United Kingdom. We want this to be a celebration and of course a stimulus to sign up."
James Murphy, Founder & CEO of adam&eveddb said: “So much of the debate so far has been negative. Heartstrings is a fun and social way of expressing the positive passions that make Scotland and the rest of UK better together.”
Account Manager: Joseph Mishon
Creative Agency: adam&eveDDB
Copywriter: Lee Kozlowski
Creative Technologist: Yiannis Poulakas
Designer: Toby Snowden
Executive Creative Director: Simon Poett
Planner: Allan Blair
Strategy Director: Allan Blair
Category: Associations , Corporate and social
Genre: Apps , Digital