Terminal 2 Launch
ROLE: Concept, copywriter.
In the midst of recession, the expensive new terminal at Dublin Airport could have been seen as an extravagance and a waste of tax payers' money.
In more prosperous times, this world-class building would have been met with pride, so we were asked to encourage the Irish public to take ownership of the new terminal, and to see it as an investment in their own future.
Why not change the conversation from one about a building into one about what that building represents, and what it will allow us to do as a nation.
Being a small country, we have always punched above our weight internationally. And being an island, we need Dublin Airport to provide a gateway to the world so we can continue to do so.
Shark Awards Silver
Shark Awards Bronze
NATIONAL BROADCAST AND PRESS:
Due to its optimistic message, the ad received a large amount of free traditional, online, and social media coverage. The full 60 second ad was played by Ryan Tubridy on his prime time show on Ireland's national radio station RTÉ:
It also featured unsolicited on; The Panel - RTÉ 2 Television; The Ray D'Arcy Show - Today FM; Liveline - RTÉ Radio1(3 times between Sep 2010 and Feb 2011). After that it spawned an inevitable parody, and some other things that I'm frankly not sure how to describe.