The Two Eejits, and Brian, explore Scotland's islands in the CalMac advertising series
Caledonian MacBrayne's first campaign foray aimed specifically at millennials has been shortlisted at The Travel Marketing Awards.
Nominated in the Digital Marketing category, the ferry operator's 'Two Eejits' advertising campaign – developed by Edinburgh-based The Lane Agency – presented a fun and innovative short film series to appeal to a younger audience, showing that travel to the islands is inexpensive and easy to plan.
The 'Two Eejits' are played by BAFTA Scotland nominated Something Something duo of Ian Greenhill and Jordan Laird; and in their 'eejit' roles are accompanied by CalMac's own representative, a Harris Tweed clad puppet called Brian Ferry, as the trio explore the islands of Scotland's west coast.
Caledonian MacBrayne's was aware from the outset that 'The Two Eejits' series would not appeal to everyone, but was satisfied that the deliberately edgier approach, with its sometimes irreverent humour, would strike a chord with its target demographic.
“We're delighted to be nominated for a national award in recognition of the collaborative efforts we had with The Lane Agency,” said CalMac's marketing manager Peter Griffiths.
“This was a change from our more traditional approach, but we were committed to it and excited to do something completely different. And we were delighted when the capers of the two eejits did capture the imagination of our target audience and we had some great feedback.”
You can catch up with 'The Two Eejits' stories at www.calmac.co.uk/twoeejits
BAFTA Scotland nominated comedy duo Something Something - Ian Greenhill and Jordan Laird - take up the eejits' role