The quality and variation of the Yes! campaign’s campaigning materials, adverts and posters has been far superior to that of the Better Together campaign throughout the referendum period.
The Yes! campaign brief of ‘sell anger towards a Tory-led coalition and hope for the future of an independent Scotland’ is a more creatively fertile proposition than that of Better Together’s ‘sell the fear of break-up and the maintenance of the status quo’.
Nevertheless, it’s one thing to have a great brief and quite another to deliver against it as thoroughly as they have. If it was down to the campaigning materials alone, the Yes! campaign would be starting the victory party already.
The volume of campaigning material coming out of Scotland and beyond is absolutely huge.
Here’s a small selection highlighting a few of the approaches that the Better Together campaign have taken in their communications.
Whilst there are some solid bits in there, the No campaign have struggled to come up with an inspiring visual language or tone of voice that runs through their campaign.
Sorry mate, don’t mean to embarrass you, but…er… your strategy is showing
The Better Together campaign have released a referendum broadcast that tries to appeal to undecided female voters.
It features a mother talking to the camera about her concerns for an independent Scotland: the security of Scotland’s oil supply, funding for education, the way “there’s only so many hours in the day and there’s so much to weigh up”.
The script wreaks of inauthenticity – it lists every single Better Together line of attack without breath. It’s so obviously aimed at undecided female voters that it feels terribly awkward. If the average viewer’s initial reaction to seeing your comms is “ah, I can see what you’re doing there pal” rather than some level of emotional gut response, you’ve completely ballsed it up.
And the characterisation is fairly patronising – the lead woman is mainly concerned about household tasks and complains that it’s her husband who cares about politics. It’s this latter element that has led to something of a twitter storm using #PatronisingBTLady
H/T to @frances_ryan for sending
The Israel Defense Forces have been running a Facebook page since 2011. During the most recent and ongoing conflict the IDF have been posting creative content communicating updates about their operations and justifying their actions.
The objective of the communications is to get people both inside and outside the reason to understand their response and make sure that their case is being made in the battle on the airwaves.
It’s very well put together and is an interesting example of contemporary propaganda.
Thanks to @chchristiaens for alerting me to it.
Today sees the launch of a UK-wide campaign called Let’s Stay Together which aims to give a voice to everyone who doesn’t have a vote in the decision to break up Britain, but wants to try to influence the vote in favour of Union.
The campaign’s aim is to get pro-union people from across the UK, who don’t have a vote in the referendum, to publicly state online, and maybe even in real life, that “Scotland is part of our UK family and I want us to stay together”.
The launch piece of content uses Queen’s ‘You’re My Best Friend’ as a soundtrack and features celebrities from all over the UK including: Tanni Grey-Thompson, Eddie Izzard, Ross Kemp, Ian Rush, June Sarpong, Dan Snow, Susannah Constantine and Trinny Woodall.
The video is wonderfully upbeat and is markedly different in tone from much of the Better Together campaign.
The video and wider campaign cleverly gives license for people from across the whole of the UK to have their say in the referendum. It is carefully respectful of the fact that it is the right of the Scots to decide whether to remain in the union. But the video will give confidence to those who might have worried about articulating their positive feelings about the UK to speak out and let Scotland know that they do care about the future of the country and want the jocks as part of it.
And whilst I’m at it, I may as well compliment them on their snazzy logo, very nice:
Greenpeace have released a film attacking Lego’s partnership with Shell; the toymaker distributes its toys at Shell’s petrol stations.
Created by London-based creative agency Don’t Panic, the film features Lego characters, animals and uses a reported 120kg of Lego brick to depict an oil-stricken, polluted and decayed Arctic.
The film is part of a wider Greenpeace strategy to put pressure on big corporate companies to publicly sever their ties with Shell in order generate awareness around the oil producer’s supposed moral and environmental indiscretions. The issue in question in this film is Shell’s ambitions to drill for oil in the Arctic.
The film is beautifully crafted. There is an incredible amount of attention to detail and the way the camera pours over the set creates a real sense of life in the characters which in turn generates greater emotion amongst the viewer.
The film has already gone viral and Shell and Lego’s attempts to get the film taken down have added further fuel to the fire.