2021 Awards Finalists

Advertising Campaign Award

Three Ireland
AnnMarie O Brien
EBS
Síne Niland
Paddy Power
Paul Mallon
Vodafone
Rachael Crawley
Woodie's
Hilda Lyon

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Three Ireland

AnnMarie O Brien

The story of a boy, his granddad, and a campaign that touched a nation. It begins in March 2020. Almost overnight Three Ireland became an essential service. Data consumption skyrocketed. Three has always believed that life means more through connecting. This statement suddenly felt truer than ever, with network and data shifting from being “useful” to genuinely critical. Three looked for tangible ways to make a difference and was the first Irish network to remove "fair usage" on our data plan. We looked to an original story that was emotionally resonant to the time to tell people.
Winner
EBS

Síne Niland

EBS has shown how a small brand, with the right mindset, can change the conversation in the most traditional of sectors. When it comes to getting a mortgage, consumers often default to their main bank, giving competitors an unmerited advantage. EBS tackled that mindset by adopting a challenger brand position. At the heart of the EBS brand is empathy, so our campaign needed to reflect genuine consumer needs. With the help of BBDO Dublin, we dramatised those inherently human “I have to get out of here” moments, and showed house-hunters why they’re better off starting their mortgage journey with EBS.
Finalist
Paddy Power

Paul Mallon

With competitors eating into our heartland with new apps and aggressive offers, Paddy Power needed to defend its base and drive brand salience with a campaign that reached far beyond horse racing fans, leaning into our Irishness. A big idea, rolled out in mass reach media, captured the attention of the nation and became our most successful Irish campaign. Paddy Power is at its best when it straddles the world of sport and culture. Set against a back-drop of woke-washing and Brexit, our work promised to come close to the bone, giving our brand relevance and talkability
Finalist
Vodafone

Rachael Crawley

As the world went into lockdown during Covid-19, the role of a strong mobile connection was undeniably important. However, as consumers faced serious financial challenges, the risk of losing our base to the wave of low priced competitors was high. As Ireland’s premium mobile network, we sought to reassure consumers that we were worth staying with. We created ‘Together’, a campaign that communicated the strength of our nation throughout the hardest times deserved the strongest network. The campaign delivered exceptional business and brand results and protected our base from churn.
Finalist
Woodie's

Hilda Lyon

Woodie’s Christmas 2020 campaign, Mrs Higgins, started with a clear piece of insight, ‘We all want to love where we live’. We took this insight and thought about how it could support our Brand Positioning ‘We’re all Homemakers,’ to deliver growth. We wanted to reflect the mood of the nation in an uplifting way as we approached the festive period. Our creative needed to be relevant and authentic, and work cohesively across all customer contact points. We wanted to grow brand love, and with limited budgets focused on how we could use paid and earned media to optimise our reach.
Finalist