A selection of my favourite work*.
This website is a bit me, me, me.
*Work best viewed on desktop, I blame Squarespace.
# 1
2021 Sound Support FBD Insurance, Olympics Sponsorship
What?
When Tokyo 2020 banned foreign spectators from attending their Olympic Games due to Covid-19, we found a unique way to give Irish athletes a competitive advantage, as Team Ireland sponsors.
Sound Support was a set of bespoke music tracks created for 3 Irish athletes, using covertly recorded sounds of their workouts, with messages of support from their families, outputted at a BPM that increased their working heart rates.
Who?
Sound heads who helped bring this campaign to life include Sam Caren, Colin Hart, Aoife Fitzgerald, Peter O’Brien, Richie Egan, Chris Lindhorst, Simon Allen, Alexis Goodwin & Shamsher Walia.
Agency: The Public House
Oh?
16x ICAD Bells (including 5 Gold & 4 Silver)
2x Lürzers Archive - In Book
2x Irish Audio Award Gold
2x Irish Sponsorship Gold
2x European Sponsorship Gold
1x One Show Merit
1x Cannes Lions shortlist (downgraded from Silver)
… and 2 Olympic Golds for Sound Supported athletes.
# 2
2026 It’s About Time Level Health, Brand Launch Campaign
What?
Level Health, Ireland’s newest health insurance provider offers simplicity, access and value - that’s a refreshing change for a challenger in a stale category with legacy providers in full control.
We launched their new brand platform “It’s About Time” based on the insight that time is our most valuable commodity and the one thing we can’t get back. Others waste it, Level Health prioritise it.
Who?
Created by level headed individuals including Ais Clarke, Aaron Goodliffe, Stephen Moran, Bobby Zithelo, Liam Farrell, Domhnall Malone, Hen Norton and Dean Jones.
Agency: The Tenth Man
Oh?
It’s early days, so we haven’t seen much in the way of results, but are quietly hopeful it is having its intended impact.
# 3
2022 Innocence Is In The Firing Line Unicef, Ukraine Emergency Appeal
What?
As the war in Ukraine escalated, Unicef needed to raise rapid funds for humanitarian aid. We pulled together a provocative and confronting campaign that juxtaposed the innocence of young children ‘playing toy soldiers’, with the reality of them now being in the crosshairs of real soldiers scopes.
Who?
Produced by the small army of Danny Cullen, Colin Hart, Will Farrell, Liam Murphy, Mariana Nevado, Shamsher Walia and Alexis Goodwin.
Agency: The Public House
Oh?
Within 24 hours of receiving donations, Unicef turned funds into humanitarian aid given out at blue dot centres. We picked up some audio awards, but it wasn’t about that.
# 4
2018 Living Wine Labels Treasury Wine Estates, Global App Development
What?
Wine is a $63bn (aud) industry. Our research showed that 64% of customers choose their wine based on label alone, and that every year, 4000 new brands get added to stores. So how do wine brands stand out on cluttered shelves?
Living Wine Labels was a world first Augemented Reality mobile app that brought wine labels to life for Treasury Wine Estates portfolio. We created 25 experiences created across 11 brands, translated into 10 languages.
Who?
Reality augementers: Nick Sellars, Kieran Antill, Thom Lawrence, Ander Hernando, Kell Bendle, Craig Holes, Blake Arthur, Brett Edwards, Jack Elliot, Lachlan Newham, FGMNT Tech and Tactic Studio.
Agency: J. Walter Thompson, Melbourne & San Francisco
Oh?
8 million+ app downloads
40% increase in volume of cases sold.
2x Silver Effies (USA)
2x Silver Caples
2x American Advertising Awards
A Cannes Lions Innovation Grand Prix was our campaign goal but the work wasn’t entered due to agency politics.
# 5
2018 What Does FBD Stand For? FBD Insurance, Brand Campaign
What?
FBD Insurance has been a household name in Ireland for 60+ years, but before this campaign, nobody knew what the letters stood for. In focus groups, 90% of participants Googled the answer out of frustration, leading to more website click throughs.
It was obvious that the stickiness of this campaign lay in the fact we never reveal what the letters stand for, thus we had an extraordinary amount of fun coming up with wrong answers only.
Who?
The Funny Brilliant Decision-makers I worked on this with were Danny Cullen, Colin Hart, Paddy O’Mahoney, Terri Turner, Lorcan Hynes, Chris Cottam, Max Brady.
Oh?
Public reception has been marmite, some love it, others are irritated by it, but importantly it is so memorable that quote targets were exceeded, and there was a year-on-year increase in customers. For the first time ever, FBD cracked the 3 A’s of Irish Insurance (Aviva, Axa & Allianz).
The jury is still out on awards, but we did pick up 1x Bronze Effie at the Irish Advertising Effectiveness Awards.
2025 Campaign, directed by Chris Cottam, produced by Max Brady at Bodacious Films
2023 Campaign, directed by Lorcan Hynes, produced by Abstraction Pictures.
# 6
2024 Boys of the NYPD Choir EPIC The Irish Emigration Museum, Activation
What?
31 million Americans claim Irish descent - a tantalising prospect for a Dublin museum that explores and celebrates Irish emigration.
36 years after Shane MacGowan sang “the boys of the NYPD choir singing Galway Bay”, we flew to NYC and made it happen for the first time ever. It was an Irish American emigration celebration.
Who?
Our production choir featured Colin Hart, Claire Boylan, Terri Turner, Amon Drum, Michael Uys and (Uncle) Federico Negri.
Agency: The Public House
Oh?
1x Grand Prix at Irish Audio Awards
1x Silver ICAD Bell for Earned Media
1x Bronze ICAD Bell for Music
Shane MacGowan, of The Pogues fame, endorsed the campaign but sadly passed away before it was released. We consulted with him and his wife throughout the process to do his lyrics justice.
# 7
2025 Get Into The News Belfast Telegraph, Brand Campaign
What?
Belfast Telegraph has more in-depth news coverage than any other news source in Northern Ireland. That makes readers feel like they’re in the stories they read about. To get that message across, we literally did just that.
We photographed readers from across the country really getting catching up on the news within the stories themselves. If you look closely, we got pretty meta.
Who?
I brought Enda McNally, Mikey Philips, Terri Turner, Karen Ronaldson, Steve Maher and Alex Telfer into the fold for this campaign.
Agency: The Public House
Oh?
2x Best of the Week on BestAds
2x Lürzers Archive, In Book
# 8
2023 & 2024 This Is Not Us EPIC The Irish Emigration Museum, Brand Campaign
What?
Negative Irish stereotypes within popular culture can be traced back as far as the 1800’s, but modern media sources are no better.
When we discovered that Google’s algorithm listed negative search suggestions as the most likely results, we created a campaign to dispell the myths. We then followed it up a year later when we discovered that Midjourney’s depiction of “an Irish man” drew on equally libellous inspiration.
Who?
This Was (by) Us: Dillon McKenna, Jarrod Banadyga, Colin Hart, Kevin Hughes, Paul Kinsella, Paddy Dunne, and Sarah Walsh.
Agency: The Public House
Oh?
Web traffic up 99%
Ticket sales up 40%
Spontaneous brand awareness up 20%
2x Gold Effies Ireland (back-to-back)
1x D&AD Shortlist
# 9
2025 A Big Yep 48 Mobile, Brand Campaign
What?
Is 48 Mobile the best value mobile network in Ireland? Yep.
€12.99, all data, calls and texts? Yep.
We got ruthlessly minimal with our messaging as the offer says it all.
Who?
Little yeppers Rob Maguire, Lizzie Baird, Danny Cullen, Sarah Walsh, Annie McBride, Jude Quilty, Karen Ronaldson, and Florence Poppy Deary made this a yepality.
Agency: The Public House
Oh?
Yep.
# 10
2022 Give Animals A Break V-Face, Tactical OOH Campaign
What?
V-Face, Dublin’s first vegan burger bar aren’t the kind of vegans who scream ‘meat is murder’ in your face. In their first ever ad campaign, we distanced typical vegan shock tactics, and took a more light-hearted, humorous approach.
This work may not have been as high profile as the others above but what I love about indie agencies is the chance to help small businesses with some rogue thinking. This is a prime example of the power of a funny, off the cuff, idea.
Who?
Legetarians involved: Paul Kinsella, Colin Hart, Terri Turner and Paul Lang.
Agency: The Public House
Oh?
The restaurant experienced its best ever January.
I just loved this campaign from beginning to end, so I’ve included it. It’s my website and I can do what I want.
# 11
2024 Feel Smug 48 Mobile, Tactical OOH Campaign
What?
Before the big yep repositioning, we wanted to let the Irish public know that 48 Mobile customers pay less than anyone else in Ireland.
€12.99 to be on Ireland’s best coverage network? They have a right to feel smug about that, they’re better than the rest of us, to be fair.
Who?
Smug mugs on this one: Paddy Dunne, Paul Kinsella, Rob Maguire, Terri Turner, Karen Ronaldson and Alex Telfer.
Agency: The Public House
Oh?
Overwhelming levels of smugness all around.
# 12
2022 Fun Is In Our Nature Wildlands, Launch Print Campaign
What?
Wildlands, an Irish adventure park nestled among 20 acres of mature woodland in Co. Galway needed a distinctive launch visual to encourage Irish families to get back having fun in nature.
You skipped to the end didn’t you? Well I thought you might so I’m finishing on a fun one.
Who?
Collaboration was in the nature of Sam Caren, Colin Hart, Alexis Goodwin and Shamsher Walia.
Agency: The Public House
Oh?
2x Lürzers Archive - In Book
2x Best of the Week on BestAds
