Sometimes saying what a product doesn´t stand for tells you more than saying what it does stand for. Scotland of course stands for the highlands, whisky, Edinburgh and Loch Ness. But maybe more importantly, it does not stand for mass tourism: "Buffet Breakfast Battles", "Fake Handbag Vendors" and "Tourist Attraction Queues".

We used the cross of the Saltire, Scotland’s national flag to cross out these bad package holiday symptoms – and therefore created prohibition signs for tourists interested in Scotland.

We used the cross of the Scottish flag to cross out bad package holiday symptoms – and therefore created prohibition signs.

To guarantee the authentic fabric and stitching look of a country’s flag, custom flags were sewn, photographed, and then printed as large-scale outdoor billboards and posters.

n/a due to airing date