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.
The Green Party have released some posters to support the personalised party election broadcast that they released earlier in the week. The posters communicate the same core messages as the broadcast (that the Greens are different from the rest and have a range of policies across a variety of sectors) in a simple, clever and visually appealing way.
I previously hadn’t appreciated the sheer scale of the campaign that Glue had created for this election. You can get the full details of the strategy that has been adopted, the range of the creative executions – including an online policy matcher and iPhone app – and the media channels within which it has been delivered here.
This must have all been done on an absolute shoe-string of a budget, but it just shows that you don’t have to have mega money to deliver a well thought out, creatively integrated and media neutral message.