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THE MISSION
Despite the notion that hunger was something that Ireland left behind back in the 1800’s, food poverty is still a huge, yet almost hidden problem in modern-day Ireland. Over 100,000 children go to bed hungry every night, 20% of parents skip meals to feed their families and the demand for food help increased by 70% in 2020.
The solution
To highlight Ireland’s rampant food poverty, a food bank was installed in front of the most powerful symbol of hunger in Irish history, the famous Famine Memorial. Situated in Dublin City Docklands, the haunting Famine statues commemorate the most profound disaster in Irish history, when more than one million people died and a million more emigrated.
The hard-hitting installation, which invited people to donate to Little Flower via a QR code, provides a stark reminder that even though it’s been 173 years since the Irish Famine, hunger is still a huge, ever-growing issue.
THE IMPACT
+388% donations
+258% donors (94% new donors)
+20% new charity volunteers.
173 years later and Ireland is still hungry. ‘Famine Food Bank’ installation puts a spotlight on food poverty in Ireland.
The Mission
Despite the notion that hunger was something that Ireland left behind back in the 1800’s, food poverty is still a huge problem in modern-day Ireland.
The Solution
To highlight Ireland’s rampant food poverty, a food bank was installed in front of the most powerful symbol of hunger in Irish history, the famous Famine Memorial.
The impact
+388% donations
+258% donors (94% new donors)
+20% new charity volunteers
Read the full case study
THE MISSION
Despite the notion that hunger was something that Ireland left behind back in the 1800’s, food poverty is still a huge, yet almost hidden problem in modern-day Ireland. Over 100,000 children go to bed hungry every night, 20% of parents skip meals to feed their families and the demand for food help increased by 70% in 2020.
The solution
To highlight Ireland’s rampant food poverty, a food bank was installed in front of the most powerful symbol of hunger in Irish history, the famous Famine Memorial. Situated in Dublin City Docklands, the haunting Famine statues commemorate the most profound disaster in Irish history, when more than one million people died and a million more emigrated.
The hard-hitting installation, which invited people to donate to Little Flower via a QR code, provides a stark reminder that even though it’s been 173 years since the Irish Famine, hunger is still a huge, ever-growing issue.
THE IMPACT
+388% donations
+258% donors (94% new donors)
+20% new charity volunteers.
A digital-led campaign driving brand awareness & growth for a new UK health-tech platform.
The Mission
As a relatively new brand in the market, Curam needed to drive brand awareness, educate customers on this new model of care, and grow their client and carer sign ups.
The Solution
We used analytic tools to identify customer needs and locations that would find this new service most useful. We then created a brand awareness campaign backed up with a comprehensive digital strategy to drive sign ups.
The impact
During the 3 month campaign, we saw Brand Growth increase 580% year on year for average monthly brand searches, while client signups increased by 142% and carer sign ups improved by 32%.
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THE MISSION
Suicide is a huge problem.
Every 40 seconds someone in the world takes their own life.
It is the largest cause of death for men under 501.
And in Ireland, 4 in 5 people who die by suicide are men.
Discussing problems is not part of Irish culture for many men. We often tragically fail to reach out and ask for help when we need it most. Social isolation as a result of Covid-19 has compounded this.
In 2020, during the pandemic, Movember conducted research on men’s mental health and discovered that 33% of men said they felt more isolated, with nearly 50% of them saying no one has checked to nd out how they are coping. Men’s mental health was suffering, they were hungry for connection, yet didn’t know how to talk about it.
The solution
Many studies have concluded that art can make an important contribution to positive mental health. Its ‘healing power’ lies in its capacity to tell human stories, stir emotions, inspire empathy and navigate complex situations.
So, if art has the power to communicate the things we don’t know how to say, could we use its powerful undertone to empower men to break free from legacy burdens and start discussing their feelings?
Further inspiration from a quote by Eileen Miller, “Art can permeate the very deepest parts of us, where no words exist,” combined with the definition of a ‘conversation piece’ – art whose unusual quality makes it a conversation starter in social settings – led us to our big idea.
In the circumstances, a standard advertising campaign wasn’t going to cut it. What could we lean into to generate a volume of earned media, amplify our message and get it out there? We researched the pulling power of cultural icons to provoke the public’s interest. Some of Ireland’s most influential artists, icons and musicians volunteered to have a conversation about their own experiences of mental health and, working in pairs, created digital outdoor artworks inspired by it.
Getting the public’s attention demanded we launch with something spectacular, something that had never been done before. We launched ‘Conversation Piece’ with ‘Together We Stand’, a massive digital outdoor projection onto the iconic Poolbeg Chimneys, a famous landmark on the skyline of Ireland’s capital.
They were the perfect canvas to launch this simple but supportive message. They have stood together for the last 50 years, even surviving a planned demolition.
The launch was followed by seven collaborations with fourteen highly respected Irish artists and cultural icons that included Sebastian Barry, Vivienne Roche, Gavin Friday, Domino Whisker , Aches, Mund and Tiny Ark.
In a year when everyone was ‘at home’ and OOH collapsed due to lack of footfall, it felt counter-intuitive to develop an ‘out of home’ digital campaign. But the hauntingly empty streets of the City provided the perfect metaphor to display the work. This, combined with the sense of isolation, melancholy, and even hope in each artist’s piece, reflected what many people themselves were also going through.
Short videos featuring powerful music, meaningful lyrics and personal stories from our artists accompanied each piece. Subsequent press interviews gave the artists an opportunity to share their own experiences and encourage others to share theirs. In The Irish Times, Irish Laureate Sebastian Barry referenced his own mental health issues;
“It interests me now [that] it never occurred to me to lift the phone and say, ‘Can you help me?’. [With depression] all the beauties of the world, even drinking coffee with your spouse, are not available to you anymore. The slow replacement of those things can only happen through some form of dialogue, some form of conversation.”
The iconic Samuel Beckett Bridge proved a fitting, final canvas. Set in the very heart of Dublin city, street artist Maser programmed poignant lyrics from Damian Dempsey’s back catalogue and we broadcast them from the network of LED’s installed into the bridge itself. ‘Meet Me At The Bridge’ spanned the river Liffey, joining the two sides of the city. Set against Damian’s stirring music, this was a final metaphor to encourage people to meet half-way, and recognise that a conversation takes two people.
THE IMPACT
33% of men felt more isolated during the pandemic and nearly 50% said no one had asked how they were coping. We wanted to reach 1.625m of them. Although we don’t know exactly how many of these men ‘Conversation Piece’ reached, by delivering a nationwide reach of 4.58m, including targeted reach in social, we should have reached a large proportion of those suffering in these pockets of isolation.
And where others stuck to the more traditional Movember fundraising model, our pivot outperformed every other European market and we managed to double donations, which will help fund vital men’s health initiatives and research for the remainder of the pandemic.
The Mission
Pandemic isolation risked intensifying male suicides in Ireland. Conversations save lives but starting them is the challenge.
The Solution
We shed light on the importance of social connections and conversation by lighting up iconic Dublin landmarks with messages of solidarity.
The series featured collaborations with artists and designers such as Sebastian Barry, Vivienne Roche, Gavin Friday, Maser, Damien Dempsey, Domino Whisker, Aches, Mundy and Tiny Ark.
The impact
The campaign delivered reach of 4.5M, delivering 183,000 engagements, sparking many life-saving conversations and doubling annual donations to €4.9m.
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THE MISSION
Despite the notion that hunger was something that Ireland left behind back in the 1800’s, food poverty is still a huge, yet almost hidden problem in modern-day Ireland. Over 100,000 children go to bed hungry every night, 20% of parents skip meals to feed their families and the demand for food help increased by 70% in 2020.
The solution
To highlight Ireland’s rampant food poverty, a food bank was installed in front of the most powerful symbol of hunger in Irish history, the famous Famine Memorial. Situated in Dublin City Docklands, the haunting Famine statues commemorate the most profound disaster in Irish history, when more than one million people died and a million more emigrated.
The hard-hitting installation, which invited people to donate to Little Flower via a QR code, provides a stark reminder that even though it’s been 173 years since the Irish Famine, hunger is still a huge, ever-growing issue.
THE IMPACT
+388% donations
+258% donors (94% new donors)
+20% new charity volunteers.
The Mission
Allianz Insurance has always been about protecting people. But while their homes may have been protected, the people inside them weren’t.
The Solution
Domestic violence had soared by 43%, inspiring Allianz to take action and launch a three year partnership with Women’s Aid. Too often these women were portrayed as helpless and broken in the media. We wanted to flip the narrative and show them they had real strength.
The impact
The campaign has led to +302% increase in traffic to the website.
Read the full case study
THE MISSION
Despite the notion that hunger was something that Ireland left behind back in the 1800’s, food poverty is still a huge, yet almost hidden problem in modern-day Ireland. Over 100,000 children go to bed hungry every night, 20% of parents skip meals to feed their families and the demand for food help increased by 70% in 2020.
The solution
To highlight Ireland’s rampant food poverty, a food bank was installed in front of the most powerful symbol of hunger in Irish history, the famous Famine Memorial. Situated in Dublin City Docklands, the haunting Famine statues commemorate the most profound disaster in Irish history, when more than one million people died and a million more emigrated.
The hard-hitting installation, which invited people to donate to Little Flower via a QR code, provides a stark reminder that even though it’s been 173 years since the Irish Famine, hunger is still a huge, ever-growing issue.
THE IMPACT
+388% donations
+258% donors (94% new donors)
+20% new charity volunteers.
The Mission
Beat the competition and retain our price premium.
The Solution
A sustained grassroots campaign about… yes, you guessed it, grass.
The impact
The first Irish food brand to exceed €1 billion in annual retail value.
Read the full case study
THE MISSION
Despite the notion that hunger was something that Ireland left behind back in the 1800’s, food poverty is still a huge, yet almost hidden problem in modern-day Ireland. Over 100,000 children go to bed hungry every night, 20% of parents skip meals to feed their families and the demand for food help increased by 70% in 2020.
The solution
To highlight Ireland’s rampant food poverty, a food bank was installed in front of the most powerful symbol of hunger in Irish history, the famous Famine Memorial. Situated in Dublin City Docklands, the haunting Famine statues commemorate the most profound disaster in Irish history, when more than one million people died and a million more emigrated.
The hard-hitting installation, which invited people to donate to Little Flower via a QR code, provides a stark reminder that even though it’s been 173 years since the Irish Famine, hunger is still a huge, ever-growing issue.
THE IMPACT
+388% donations
+258% donors (94% new donors)
+20% new charity volunteers.
The Mission
Help Londis regain its rightful place in the heart of the community and connect with a younger audience.
The Solution
Every Londis shelf is a display of local knowledge.
The impact
Won Best Advertising Campaign (Online/Digital) for BWG Foods.
Read the full case study
THE MISSION
Despite the notion that hunger was something that Ireland left behind back in the 1800’s, food poverty is still a huge, yet almost hidden problem in modern-day Ireland. Over 100,000 children go to bed hungry every night, 20% of parents skip meals to feed their families and the demand for food help increased by 70% in 2020.
The solution
To highlight Ireland’s rampant food poverty, a food bank was installed in front of the most powerful symbol of hunger in Irish history, the famous Famine Memorial. Situated in Dublin City Docklands, the haunting Famine statues commemorate the most profound disaster in Irish history, when more than one million people died and a million more emigrated.
The hard-hitting installation, which invited people to donate to Little Flower via a QR code, provides a stark reminder that even though it’s been 173 years since the Irish Famine, hunger is still a huge, ever-growing issue.
THE IMPACT
+388% donations
+258% donors (94% new donors)
+20% new charity volunteers.
The Mission
Reverse the drop in donations and trust and build a sustained new younger donor base for SVP.
The Solution
Show that it takes one small thing to tip a person into or out of poverty.
The impact
Reversed the fortunes of SVP to deliver an increase in donations of +28% in four years.
Read the full case study
THE MISSION
Despite the notion that hunger was something that Ireland left behind back in the 1800’s, food poverty is still a huge, yet almost hidden problem in modern-day Ireland. Over 100,000 children go to bed hungry every night, 20% of parents skip meals to feed their families and the demand for food help increased by 70% in 2020.
The solution
To highlight Ireland’s rampant food poverty, a food bank was installed in front of the most powerful symbol of hunger in Irish history, the famous Famine Memorial. Situated in Dublin City Docklands, the haunting Famine statues commemorate the most profound disaster in Irish history, when more than one million people died and a million more emigrated.
The hard-hitting installation, which invited people to donate to Little Flower via a QR code, provides a stark reminder that even though it’s been 173 years since the Irish Famine, hunger is still a huge, ever-growing issue.
THE IMPACT
+388% donations
+258% donors (94% new donors)
+20% new charity volunteers.
The Mission
Re-Launch a small new Irish Whiskey brand globally in a sea of whiskey competition.
The Solution
Inspire drinkers to break new ground with their choices.
The impact
Successfully established in multiple global markets including US, Europe UK and Australia.
Read the full case study
THE MISSION
Despite the notion that hunger was something that Ireland left behind back in the 1800’s, food poverty is still a huge, yet almost hidden problem in modern-day Ireland. Over 100,000 children go to bed hungry every night, 20% of parents skip meals to feed their families and the demand for food help increased by 70% in 2020.
The solution
To highlight Ireland’s rampant food poverty, a food bank was installed in front of the most powerful symbol of hunger in Irish history, the famous Famine Memorial. Situated in Dublin City Docklands, the haunting Famine statues commemorate the most profound disaster in Irish history, when more than one million people died and a million more emigrated.
The hard-hitting installation, which invited people to donate to Little Flower via a QR code, provides a stark reminder that even though it’s been 173 years since the Irish Famine, hunger is still a huge, ever-growing issue.
THE IMPACT
+388% donations
+258% donors (94% new donors)
+20% new charity volunteers.
The Mission
Launch a whole new telecom brand in a matter of months.
The Solution
Act, look and communicate in a way that pulled customers in.
The impact
Quickly grew to control a market share of 38% in the months following launch, and since then its market share has only continued to rise.
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THE MISSION
What’s harder than getting to Number 1? Staying there! The Guinness Storehouse is Ireland’s number one visitor attraction but maintaining this position in a market with a growing number of visitor attractions is challenging. The ask was simple, maintain and grow the Storehouse position.
THE SOLUTION
For over a decade we’ve celebrated the vibrancy of the Storehouse experience by creating and delivering culturally relevant content and comms through a mix of brand campaigns, building highly engaged social communities, targeted paid media campaigns and digital experiences. This 360-degree comms platform and cohesive digital/social strategy have ensured the Storehouse has remained a must for every visitor to Dublin.
THE IMPACT
During our time working with Guinness Storehouse, we’ve seen visitor numbers grow from 1 million to 1.73 million per year. We have increased tickets sales by 45%, transactions by 41% and revenue by 62%, year-on-year. We continue to work with Storehouse on a global scale to maintain their position as Ireland’s top visitor destination as they enter their 20th year of business.