The Brief.

Script & create a promotional content piece in the build up to Scotland’s World Cup Qualifying Playoff against Ukraine at Hampden. The promo was to be aired as an audio spot across Bauer’s portfolio of radio brands and as an animated film across branded Bauer social channels.

The Insight.

There was real mixed emotions leading into this match due to the ongoing war in Ukraine. Any message was likely to induce a polarising reaction, but ultimately we felt it was important to centre it around what we believed was the most important message for the wider Bauer audience. That we stand united with Ukraine on the things that matter most to them, and that some things just transcend sport and competition.

The Work.

We followed a similar style and creative direction to previous Scotland coverage promos, using a curated poem to express the message in an open letter to the people of Ukraine. The audio spot aired on Radio Clyde, Radio Forth, Radio Borders, Tay FM, West FM, Northsound, MFR & Greatest Hits Radio - and the animated social film was served across all of Bauer Scotland’s branded social platforms.