The C Word is a Craft Scotland campaign designed to provoke discussion about Scottish craft on a national and international level. 

We wanted to add our voice to the age-old debate about what craft is and what it isn’t. And we wanted to speak directly to the ordinary public, to inspire them to think about ditching the habit of buying mass-produced goods from faceless corporations and to consider commissioning something handmade, contemporary, and unique from a local maker instead.

We knew the C Word had to be big and it had to be visual. Printed leaflets just weren’t going to cut it. 

So with a small budget and a bucket-load of ambition, we decided to make an advert that could be shown at movie theaters – the U.K.’s first national advertising campaign for contemporary craft.

Shot on location in Edinburgh and featuring the work of ten Scottish makers, the C word is contemporary and traditional, unique and beautiful, just like the Scottish craft we work to promote. 

The C Word was launched at a premiere in London, played in movie theatres across the U.K. and aired on Scottish Television in 2009 and 2010. To date, it’s been viewed over 4,500 times on You Tube.

If you would like to show The C Word at an event, please contact Rebecca Davis, Craft Scotland Audience Development Officer, at rebecca@craftscotland.org.

The craft makers featured in the advert are:

• Libby Day
• Jenny Deschenes
• James Donald
• Julia Douglas, Becca Wilson and Clare Waddle
• Jessamy Kelly
• Joachim King
• Grainne Morton
• Lara Scobie

Find out more at www.craftscotland.org/thecword