Being responsible for promoting investment in the regeneration of the Glasgow riverside, Clyde Waterfront needed an ad campaign to increase foot traffic to visitor attractions along the river. The resulting campaign was achieved by pairing new developments with heritage sites and creating the illusion that they reflected each other on the river. The campaign underlined Clyde Waterfront's commitment to the river's past as well as its future, which is further reinforced by the strap line "There are two Clydes to every story."