Guilty as charged in new ad campaign

IF you buy your clothes at a shop called Guilty, you probably have a devilish streak – which is the look an Edinburgh-based communications agency has developed for the shop.

60 Watt Communications has been come up with an advertising campaign for Guilty – which has two outlets in the capital – to run in style magazines from this month onwards. And the images – shot by Ewan Myles – have been subtly retouched to introduce ‘devilish’ elements, such as red eyes, a tail and horns. The legend reads: ‘It doesn’t make you a bad person’.

Guilty was recently taken over by Nicki Denholm, owner of recruitment agency, Denholm Associates, and partner of John Denholm, the former chair of advertising group, The Leith Agency.