Scottish Rugby today launches an exciting communications and marketing campaign where you can catch the Scotland players in a different yet compelling light. The campaign, named We are Scotland, is planned to last for two seasons and draws on nature and the elements that characterise Scotland’s stunning landscape, linking them to rugby.Scottish Rugby today launches an exciting communications and marketing campaign where you can catch the Scotland players in a different yet compelling light. The campaign, named We are Scotland, is planned to last for two seasons and draws on nature and the elements that characterise Scotland’s stunning landscape, linking them to rugby. The launch took place at Our Dynamic Earth in Edinburgh, where a taste of the themes that will be explored over the next two years was offered at the premiere of the new campaign. Scottish Rugby’s Chief Executive Gordon McKie said: This dynamic and ground-breaking campaign is about ruggedness – the perfect word to encapsulate our geography and the players who wear the Scotland jersey. Players will be seen tackling and training with the elements of our country in a number of iconic locations throughout Scotland showing just what they are made of in the adverts and promotional material that will run across a variety of traditional and new media. Scottish Rugby is committed to bringing our supporters closer to the action and to our players. Central to this campaign is our desire to cement the national rugby team as the standard bearers for our country’s pride, at Murrayfield and beyond. Scotland’s most-capped player and all-time points-record-holder, Chris Paterson, said: It’s always a privilege to play for Scotland. You know who and what you represent when you pull on the jersey and this campaign will underline that in a spectacular way. Today’s launch showed footage from the various locations where Chris Paterson, Mike Blair, Jason White, Kelly Brown, Ross Ford, Al Kellock, Dan Parks, Graeme Morrison, Andrew Henderson and Allister Hogg became the stars of the show. There was also a glimpse behind the scenes, showing just how much fun the players and crew had in completing the ads. The new ads will be available online at www.scottishrugby.org and the campaign images and posters will be showcased across a variety of media over the next two seasons. The ads were created by Cravens advertising agency in collaboration with Mallinson Television Productions. Phil Coverdale of Cravens said: Making the ads was a fantastic experience – drawing on the comparison between Scotland’s natural habitat and the players made absolute sense and gave us the basis for a powerful, emotive and, best of all, patriotic campaign. And when you’re promoting the national team, there can be no better way of positioning them than as Scotland itself. The first theme in the campaign, granite, will be launched later this month ahead of the Bank of Scotland Corporate Autumn Test against Canada in November in Aberdeen, renowned the world over as the Granite City.