Brand Scotland approached BBC StoryWorks with a vision to build Scotland’s reputation as a global player on the world stage. In particular, Brand Scotland wanted to position Scotland as a highly desirable place to live, work, study, visit and do business.

The challenge was to reinforce and showcase Scotland’s values and demonstrate the opportunities available across the whole of the country, to people across the world, whether they were a business, a student, a traveller or just someone looking for a new life adventure.

Brand Scotland sought to welcome the world to Scotland and to the depth and breadth of opportunities that it has to offer, shifting international perceptions so that target audiences would consider Scotland as a destination for their future.

The key was to present an authentic portrayal of Scotland through imagery that resonates with audience perceptions, while giving it a modern twist. Likewise it was crucial not to ignore the weather! Presenting Scotland’s weather conditions in an authentic light would showcase the opportunity for refreshing, active and adventurous lifestyles.

Another central challenge and goal of this project was how best to shine a light on Scotland’s greatest asset – its people – and tell their real human stories to an international audience. As a result, each narrative would need to embody the sustainable, renewable and diverse opportunities Scotland has to offer.

Objectives summary:

Showcase Scotland as highly desirable place to live, work, study, visit and do business

Challenge preconceptions of Scotland through human-led storytelling

Drive awareness of Scotland’s leading sustainability and diversity credentials

Deliver a cohesive content campaign that aligns with audience interests

The Scotland: More Than You Thought campaign approach challenged the misconceptions surrounding Scotland through authentic, human-led storytelling, wry humour and warmth.
A series of four light-hearted, witty and beautifully shot short films explore the essence of modern Scotland through the prism of real human stories, capturing the spirit of Scottish adventure, music, food and business in the process. These four films reinforce the overarching message of Scotland as a dynamic, fair and inclusive place to live, work and visit, working in harmony to create a vibrant portrayal of life and culture in 21st century Scotland.

BBC StoryWorks’ expert team of storytellers wove the films together into an overarching series that creates a visual tapestry of Scotland as a modern and progressive nation built on the dynamism, creativity and warmth of its people.

Across serene and iconic landscapes, there lies community, creative energy and muddy, adrenaline-fuelled adventure. Cuisine inspired by nature and sustainability. Businesses that thrive beyond the booming finance sector. And a culture that is constantly evolving, with new voices celebrating the many expressions of what it means to be Scottish.

A variety of characters from rural and urban locations portray the rich diversity of Scotland across the four films. Their voices and the passion, wit, innovation and creativity of this “small but mighty” nation shine throughout.

Along the way, the film series highlights the social responsibility that the contributors feel for Scotland’s environment. This brings sustainability into sharp focus, evoking the collective commitment felt as a community to the fight against the climate crisis and protecting the nation’s biodiversity.

In the making of these films, the amount of amazing interviewee footage captured on location led BBC StoryWorks to offer extra video assets as added value, with four videos and supporting promotional content created instead of the originally planned three, and an extra social cut profiling the characters from the whole series due to its strength. This not only bolstered the campaign value for the client, however is also testament to the rich stories within Scotland waiting to be told.

Amid the dramatic skylines of the Scottish Highlands and the stunning gothic cityscapes, this film series showcases Scotland as a nation not only of castles, lochs and mountains, but as an open community built upon kindness and respect.