Caledonian MacBrayne

Passenger safety

Content, Design, Advertising

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. 


  • Winner of the Scottish Transport Awards’ Excellence in Travel Information & Marketing Award, 2018.

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