Scoot “Inspiring Spirit”:
Calling out plagiarism,
while getting lots of
brand love.
It’s a classic David vs Goliath story – Singaporean budget airline Scoot noticed that a big-and-ballsy American airline Spirit was ripping off our communications. Instead of lawyering up and sending cease-and-desist letters, we sent them a toolkit on how to copy our work better.
From our CI guides to ready-to-launch ads that their creative teams can just trace over, we taught them how to do Scoot ads while calling them out on their plagiarism. The kits were sent to the media, and the PR engine took over. Getting us lots of brand love from Asia to America. The small guys won again.
The campaign that won us Singapore’s first Grand Prix
Ranked Top 100 Creatives in the World - The One Show - #98, 105 Points
The One Show - PR Grand Prix, 2 Golds
Cannes Lions - Silver PR
Spikes - Silver PR
Clio - Bronze PR
AdStars - 1 Gold, 2 Silvers
PR Daily Media Relations Award - 2 Golds
Mobius Awards - Gold PR
AWARD - Silver PR
PR Awards - 2 Golds, 1 Silver
Asian Marketing Effectiveness - 1 Bronze
A plane’s-eye view of the kit and its contents.
A cover letter personally penned for the CEO of Spirit Airlines.
Our illustrations and headlines printed on tracing paper, for easy duplication.
A pocket-sized CI guide, complete with brand CMYK colour codes.
And because our work on Scoot helped the brand win the Marketer of the Year award (twice), we gave our competitor a DIY version of the award that they could assemble themselves. Wink wink, nudge nudge.