Mother creates Great Britain brand campaign for UK Government

Ad agency Mother has created the Great Britain brand campaign for the UK Government, which has been launched by Prime Minister David Cameron.


The Government says the campaign is part of a drive to ‘promote Britain as a place to visit and do business’.

The campaign is focused around the Great Britain strapline, which can be used with different iterations, such as Creativity is Great Britain and Countryside is Great Britain.

The first roll out of the campaign shows the strapline backed with imagery such as Wallace and Gromit and the Reading Festival and a union flag in the border.


The brand campaign, which reportedly cost £510 000 to develop, will be available for use to all Government departments and bodies including Visit Britain and UK Trade and Industry.

A spokeswoman for the Department of Culture, Media and Sport says, ‘A lot of Government departments have an international focus and this will give them all a singe voice.’

Cameron says, ‘This campaign is simple. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit.’

Hide Comments (14)Show Comments (14)
  • Isabelle November 30, -0001 at 12:00 am

    “A great place to study”? Takes some nerve to say this after putting the fees up to 9k David, but clearly you don’t lack it

  • Ed Woodcock November 30, -0001 at 12:00 am

    It feels a little clumsy to me – both verbally and visually. Verbally, it’s a text book metaphor, but without being very poetic. It’s too simple to be interesting. Might it have been more rewarding if Great and Britain had been split (is the flag not enough of a signpost?) which would have looked more tidy visually too.

  • Paul Skinback November 30, -0001 at 12:00 am

    The ‘T’ & the ‘A’ in the word ‘Heritage’ look like they need to get a room.

  • Jamie Brightmore November 30, -0001 at 12:00 am

    To use a popular Americanism and speaking professionally: This SUCKS.

    UK Gov: Want to make Britain Great again?

    1) Start with the students, give them a fair shot rather than putting them into huge debt before they’ve even got going.

    2) Put more money into science and engineering.

    3) Lastly, tax the rich *not* the poor.

  • James Hurst November 30, -0001 at 12:00 am

    The subliminal message within ‘inno VAT ion’ a great kerning trick to get us to stump up 20% with joy… Well worth the money…

  • Richard Gregory November 30, -0001 at 12:00 am

    Ah, the new diplomacy. Is this for the UK or Great Britain? Whichever way, how will the people of Northern Ireland feel about a significant piece of international communication that simply ignores them? It’s not just clumsy, it’s lazy. Some might say ignorant.

  • Ian November 30, -0001 at 12:00 am

    Ugly, crudely and clumsily made and poorly conceived. Not to mention patronising in the extreme.

  • Stefan November 30, -0001 at 12:00 am

    Everything about this is ugly.

  • South London Boy November 30, -0001 at 12:00 am

    Truly awful. Clunky, really bad typography and what’s with the flag? Mother should be ashamed.

  • @TypespecLtd November 30, -0001 at 12:00 am

    Poor kerning!

  • david moody November 30, -0001 at 12:00 am

    Have to agree that for Mother this is way below their usual standards

  • clair hassard November 30, -0001 at 12:00 am

    Personally I like it. It’s bold, tight and although quite literal it ‘does what it says on the tin’. My only problem is £500k -seems a lot given we’re in a recession.

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