The Scotsman
Louder
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When Johnston Press were redesigning The Scotsman newspaper, they approached us to help with the relaunch. Set against a landscape of declining readership (and a reputation for being stuffy and conservative) The Scotsman knew it had to reach out to a wider audience to survive.

Our idea centred around the transformation happening in Scotland; it’s a nation with a new energy and a new confidence, vibrant and alive with conversation and debate.

To capitalise on The Scotsman’s love of words, we commissioned Scottish street poet Billy Letford to create ‘Louder’ – a piece which encapsulated the new optimism flooding through the country.

The poem was narrated by David Tennant for the online film and radio ads, and the written verse appeared in print, OOH, digital display, social and even a fleet of Edinburgh taxis.

The campaign put The Scotsman at the heart of the conversation and made it relevant to a younger and more diverse audience. Circulation increased 1.4% and unique visitors to their website increased by 4.9%.