Online Content - ATL
Brief: Aer Lingus wanted to follow up on their highly successful content piece "Bringing People Home for Christmas"
Solution: For many Irish people living abroad, the closest they get to home at Christmas is through the screen of a device. But that doesn't stop their families saving a seat for them, in the rare instance they make a surprise visit home. We took this insight and combined it with Aer Lingus' brand positioning as Ireland's official airline, to say that there's always a seat waiting onboard, to bring you home to yours.
The video was a resounding success, doubling metrics for views, shares and engagements. We brought It back the following year in the form of a 90 second TV spot, which aired on Christmas day.
Brief: Reinvigorate Three's national soccer sponsorship by creating a platform that embodied the unique relationship between the Irish players and their fans.
Solution: The current breed of Irish internationals are a far cry from the starry names of the 90s and 2000s. Most of these players ply their trade in the lower rungs of the Premier League or in the Championship. However, their commitment is unquestioned. And it’s a commitment and loyalty that the fans undoubtedly share.
While English audiences lament the arrival of the international break, Irish fans live for it. And while the Irish players may just be bit-part players for their club teams, they are heroes on the turf at the Aviva. They become more than just “average” players, because they are powered by the greatest fans in the world. That’s why it’s every Irish player’s dream is to get the call up to Irish national squad.
I wanted to create something that got fans excited in the lead up to the games, that didn’t rely on results or fixtures.
Something that engaged and earned the respect of the Irish football fans, while also being able to hero the players.
It was time for players and fans alike to earn… #TheCallUp
#TheCallUp is the biggest phone call you’ll receive in your football career. The call up to the first team. The call up to the international squad.
And in reality, this is sometimes a direct phone call from the manager to the player, which tied seamlessly into Three’s overall proposition without being in your face.
It’s the call-to-arms for the hardcore fans. The call up to the terrace. The call up to sing your heart out. The call up to support the team on every step of the World Cup journey – and beyond.
By creating #TheCallUp, Three now had something they could truly be proud of - and that the Irish fans could call their own.
Working closely with Three's various agencies, content and activations have been rolled out that showcase all the different people associated with the Irish team who have earned #TheCallUp - from the mascot to the kit men and everyone in between.
Rebrand - TVC - OOH - Digital Display - Sponsorship - Social Content
Brief: Full Tilt asked us to develop a new brand positioning and TTL campaign.
Solution: Based on insights around the love of the game and the history of poker in cinema, we took the creative thought "Life is more fun when you play" and created a new look and feel for the brand.
Shot with a cinematic aesthetic, we produced two TV adverts that focused on one hand of poker from the perspective of the two main characters and only by watching both adverts, would you discover the winner of the pot.
The campaign was rolled out across 5 markets with TV, OOH, digital 6 sheet and homepage takeovers. I was also given the opportunity to direct several additional TV spots, promoting ongoing offers and product launches.
The campaign won an AIM award in E-Commerce and overwhelmingly positive reviews from the poker community, with one blogger stating that the advert was "the most realistic Poker advert that's ever been made".
Brief: Develop a brand platform and campaign for Ireland’s EStars, a brand new amateur esports event.
Solution: While gaming continues to become more popular across the globe, there is still a general perception that video games are exactly that - just a game. To grab the attention of gaming enthusiasts, we used a simple paradox to demonstrate we knew exactly how important gaming was to them. The EStars event featured a prize pot of €20k and a trip to Las Vegas, which let us dial up that the stakes were high - more so than any amateur gamer had ever experienced before.
We created a suite of epic, cinematic executions across social, OOH and cinema, ensuring we didn’t fatigue any single asset and kept our audience interested in the event for the duration of the campaign - this resulted in our digital and social assets received industry high retention rates and engagement, driving awareness and ticket sales over the course of 12 weeks.
Campaign Creative - Window Displays - Social - Content - Blogger Outreach
Brief: Life Style Sports' mantra is simple: Inspire their customers to be great – we were tasked with bringing that to life in executions that live across digital and instore.
Solution: A series of insight-driven dynamic, integrated campaigns with best-in-class visual storytelling across every medium.
No motivation to work out? The #MyAGame campaign inspired fans to hit the gym and take on a common enemy - January. Love Leinster? #FuelTheFourth inspired fans with interviews and imagery, on social and at the games themselves, as the team sought to win their fourth European Champions Cup. Fashion more your thing? Using the cultural history of classic trainers and the popularity of triple black footwear, the Icons @ Life Style Sports and the Black List campaigns respectively captured the attention of our target audience and drove huge engagement.
Creative Concept - Video Content - Experiential - Reactive
Brief: AIB wanted to promote their Everyday Rewards loyalty program to a student audience whilst staying true to their Backing Brave proposition.
Solution: What became apparent quickly was that being "Brave" means something very different to the audience and dealing with "the fear" was a universally relatable problem - whether from a heavy night out or running out of cash at the most inopportune moments.
And so fearLESS was born, a campaign showing that AIB understand the struggles that go along with college and we wanted to do our best to make those fears disappear.
So over the month of September 2017 we released a series of fear moments, brought to life in a brilliantly illustrated style courtesy of designer Alex Murphy. We then surprised students all over the country with free stuff to make college life a little more fearLESS, before bringing a van on tour across the country, dishing out Chicken Fillet Rolls, USB Chargers and Energy bars.
The campaign was a resounding success, outperforming all previous 3rd level campaigns and drove over 5,000 sign ups over the course of the campaign.
Social Assets - In Branch Visuals - Content
Brief: AIB wanted to promote MyBusinessToolkit, their free application package for SMB account holders.
Solution: MyBusinessToolkit features a series of fantastic free tools that help small business owners run their business, from finances to their web presence. We needed to bring the toolkit to life and help drive business owners to open an account with AIB, so we dramatised what the tools help do - Get your business off the ground.
We captured a series of buildings and items that represented businesses around the country and had them float above Dublin and Cork. We made them into static imagery, looping videos and created testimonials, playing on televisions floating through the sky.
The creative had great cut through on social and it helped us to exceed all of our KPI's, including business customer sign ups, as well as giving some great publicity to a number of promising small businesses.
Digital Strategy - Website/App Build - Editorial Content - Video Content - Blogger Outreach - Social Strategy
Brief: Create a campaign that resonates with Clubs target 18-24 year old target audience.
Solution: Recognizing a gap in the market for content aggregators aimed at our target audience, I devised BestBits.ie - powered by Club Orange. A one stop shop for all the latest viral content, we created an (almost) ad free site that worked across desktop, iOS and android. Hiring a team of content editors, we broke the latest news and stories as they happened and grew our audience to over 40k uniques per month, which continued after we ended media spend.
The platform helped grow our social channels' followings by tens of thousands and Club experienced their best summer of sales ever. The campaign went on to pick up a Bord Bia award for Excellence in Digital Marketing.
Strategy - Video Content
Brief: UPC wanted to let their customers know about their new On Demand service through their email database, but wanted to do something that would grab their attention.
Solution: We created an engaging piece of video content dramatising the arrival of On Demand through the streets of Dublin, that kept on brand with their ATL campaigns. But to add an element of personalisation, we created 40 different versions of the video, each with a personalised title and voiceover. The 40 names accounted for 90% of customers, with a generic version created for the remaining 10%.
UPC reported a huge increase in the open rate of their emails and the video piece was used across their social channels to promote the launch of On Demand.
Digital Strategy - Video Content - Event Activation
Brief: Help recruit 30 staff for Teradata's Dublin office.
Solution: I created a video campaign using a mixture of personalised videos and branded content, utilising LinkedIn inmails to target high quality candidates. We received over 100 CVs and filled every role with high quality candidates. The campaign was so successful, we rolled it out across 6 other markets.
A selection of shots I’ve taken over the last few years.
More can be seen at datgoodeye.tumblr.com
Video and Social Content
Over the course of four years, I created campaigns and directed content for Vodafone Irelands social and digital channels to amplify their sponsorship and CSR activity.
This included capturing their presence at all the major music festivals, celebrating fan milestones on their Facebook page and raising awareness around their charity sponsorship campaign with Dublin GAA (for which we won a Social Media award). We also won a Grand Prix award at the Social Media awards, a testament to the quality of the content produced.
Strategy - Video Content - Blogger Outreach - Experiential
Brief: Kildare Village asked us to create a digital campaign based around their "Treat Yourself" group tagline.
Solution: We developed a campaign based around three executions. We began with Irelands first Flashtagram, where we engaged with 30 key bloggers and asked them to post a picture of a product from the Village at a specific time. The result would be a takeover of their fans' Instagram feeds, resulting in over 25,000 organic engagements.
We followed this by creating a range of "Sweet Treat" videos, showcasing the Villages best products and combining them with delectable candy. The videos were released at our Summer Day Out event, where we invited 20 key bloggers on an incredible adventure by train to the outlet.
We treated them to candy, vouchers, champagne, and personalised illustrations, which they shared across Twitter, Facebook and Snapchat. The event reached over 800,000 people organically, drove over 20,000 engagements and achieved a media value of over 250k.
Video Concept and Content
Brief: We were briefed by Fáilte Ireland to produce a social video campaign to raise awareness and engagement for The Gathering, Ireland - a tourism-led initiative that aimed to mobilise Irish diaspora to return to Ireland during the same year.
Solution: We produced a personalised video with Facebook integration featuring Irish comedian Andrew Maxwell, who showcased several of the activities running throughout the year during the Gathering. The video could be sent via Facebook mail and at the finale of the video, the viewers name would be displayed on a reserved seat next to Andrew Maxwell.
There were over 750,000+ views of the YouTube clip, and over 50,000 personalised videos created through Facebook, which helped grow The Gathering’s Facebook page from 30,000 to over 100,000 fans.
Video Concept and Content
Brief: Top Fruit asked us to create a piece of content that would gain them followers and traction on social. The word "viral" may have been thrown around...
Solution: With the launch of the iPhone 5 only weeks away, we created a giant iPhone made of fruit, recreating the device and app icons using products from Top Fruit.
The video of the build received over 250k organic views and was featured on several high profile websites.
Strategy - PR Activation - Facebook App Concept and Build
Brief: Grow sexual health awareness for Dublin Aid Alliance, by creating a sub brand/tagline to help connect with the target audience.
Solution: We developed the campaign "Just Carry One", a simple message that translated perfectly across all mediums. As part of the campaign, we created a Space Invaders style Facebook game (at the height of the platforms popularity for this demographic) which challenged users to protect their friends from dangerous STI's. An overall prize incentivised their participation and the campaign spread virally due to the notifications that friends of players were receiving - "James saved you from Gonorrhea!"
The campaign was a great success, with over 20k organic Facebook likes and a similar number of game sessions recorded.
A selection of my work from the last year or so. A mixture of campaigns I've acted as Creative Director on, as well as ads and content I've directed.
Here's a video I directed for Irish band Dogs. Shot in 2 hours, edited in 6, I completed the whole thing within a day. Not sure whether that's a good or bad thing.