In 2013, Scotland launched a charming tourism campaign that captured hearts around the world by dressing two Shetland ponies, Fivla and Vitamin, in hand-knitted cardigans made from local wool. The campaign, part of the “Year of Natural Scotland,” aimed to showcase the country’s stunning landscapes and traditional craftsmanship. The adorable images quickly went viral, reaching over 576 million people globally and attracting widespread media coverage. Not only did it boost interest in Scottish tourism, but it also sparked renewed appreciation for local knitwear. Its runaway success even inspired follow-up campaigns—like putting cozy cardigans on Highland cows.