National Museums Scotland
Travel & tourism
Edinburgh
Campaign creation
Brief
Legacy gifts - donations as part of a will - are a significant source of income for National Museums Scotland. We were approached to raise awareness about how to leave a legacy gift, and to drive requests for more information.
The campaign needed to match the existing brand look and feel, as well as its tone of voice. Plus, NMS required an evergreen concept that would transfer to on-site posters, press ads and direct mailers.
Our approach
Alongside a trusted copywriter, we developed the ‘Live on through the things you love’ campaign. Our messaging focussed on the lasting impact leaving money in a will could make.
We had access to NMS’ incredible library of beautiful imagery, so we selected objects that paired well together and spanned different collections to appeal to as many patrons as possible. We applied a distinctive graphic visual approach for maximum standout.
“We reached out to Flock to create a new look for our Gifts in Wills programme. It was a pleasure to work with Flock on the project; from start to finish it felt like a very collaborative process. They thoroughly understood the brief and came up with multiple exciting concepts, each of which could have been taken forward. We are delighted with the final result, which combines a bright new look with persuasive messaging.”