Scotland’s International Image promotes Scotland internationally as a modern, confident, vibrant and forward-thinking country.

They appointed Leith to create a campaign that would encourage people to think positively about Scotland and to consider it as a great place to live, work, study and do business.

As Burns Night is celebrated worldwide, we used it as the platform to engage with and surprise our audience (international journalists and Foreign and Commonwealth Offices). By creating a quirky and engaging mailer based on the Burns celebration, but with a strong modern twist, we showed that whilst Scotland is proud of its history it’s also excited by its future. 300 journalists and Foreign and Commonwealth Offices from North America to China, received an A3 box bearing the legend BURNS BABY BURNS 25.01.07.

Once removed the box revealed an old style frame wrapped in tissue, a letter made to look like parchment with old-style typeface, plus leaflet. Inside the frame was a portrait of Robbie wearing a pair of sunglasses, suggesting that if he were alive today, he’d be a cool rock ‘n’ roll star in the mould of Liam or Noel Gallagher.

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