Caledonian MacBrayne
Passenger safety
The brief
With the roll-out of new onboard AV systems, CalMac were eager to change how they approached passenger safety information. Their previous audio-only announcements were dated, unclear and easily forgettable; it was time for a change.
The idea
This was our opportunity to explore how a routine safety information film might, instead, be used to entertain our audience and sell destinations. By casting real islanders and drawing parallels to everyday island life, we produced a light-hearted, characterful and engaging film that feels wholly authentic to the Western Isles.
Award-winning
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Winner of the Scottish Transport Awards’ Excellence in Travel Information & Marketing Award, 2018.
