Caledonian MacBrayne – Gaelic on board l Gàidhlig air a’ bhàta

Brief: Gaelic on board l Gàidhlig air a’ bhàta was a partnership initiative involving Caledonian MacBrayne and Comunn na Gàidhlig to promote the awareness and use of Gaelic on CalMac ferries during the summer months of 2008. The initiative was also supported by Highlands and Islands Enterprise. The Gaelic on board l Gàidhlig air a’ bhàta project operated on CalMac’s longer routes and included sailings to Barra, Islay, Lewis, North Uist and Tiree. We were briefed by Caledonian MacBrayne to develop a brand device for this initiative and apply it to promotional literature and internal display.

Creative: Our creative focuses on the proposition of encouraging the use of Gaelic for everyday words and phrases and useful Gaelic words relating to the journey and to the destination which were then displayed on an attractive background. Music and song were also important elements and the brand device displays musical notes supported with the profile of a CalMac ferry.

Result: Our creative was very well received and the quality and impact was commented on by the partners, supporters and passengers.