Scottish House Promo TARTAN OF PRIDE by Rojning

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Industry Clothing
Media Promo & PR
Market Sweden
Agency Rojning
Producer Patrik Gillion Mcvey
Released August 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: FASHION
Date of First Appearance: Aug 1 2010
Entrant Company: ROJNING, Stockholm , SWEDEN
Creative Director/Design/Copywriter: Göran Broberg (Röjning)
Art Director/Assistant: Joakim Hinders (Röjning)
Producer: Patrik Gillion McVey (Scottish House)
Design/Assistant: Sara Cheung (Röjning)
Media placement: Tartan - Pride Festival - 20100801

Describe the objective of the promotion.
The world is a strange place. The obvious fact that every man or woman is equal should not be taken for granted.
Love is good. It transcends race, religion and gender. Scottish House wants to spread the word in the only sensible fashion - by designing a tartan pattern for all those who wish to take a stand for love.

Describe how the promotion developed from concept to implementation.
The symbol for Pride is the rainbow flag.

We felt it would be fun if there was a tartan with the same function as the flag, that could be used in several ways. We designed the tartan with the rainbow flag as our inspiration.

The tartan is registered in Scotland. It's unique. It is approved and listed in Scotland's national archive of tartans. Using the pattern as our basis, we developed a number of products sold at the Pride festival.
The fabric was also sold as yardage cloth to more creative spirits who wanted to design their own products.

Explain why the method of promotion was most relevant to the product or service.
Scottish House sell products from Scotland.
We developed a unique tartan product that became a new symbol for Pride.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Tartan of Pride has become very popular as a symbol. It has been used in many places, opportunities and products. Many that we did not think of.

It has been received with love and creativity. It is now all over Scandinavia and worn every day by people wanting to show their support for the charity.

It's rewarding to a conservative product to find new application areas and help us bring more love and understanding in the world.

In 2010 we sold 220 yards of cloth, 10 kilts, 450 scarves.

And we get new orders daily.