2021 Awards Finalists

Gradam Margaíochta le Gaeilge

Littlewoods Ireland
Maeve Kelly
Borradh
Daithí de Buitléir
Energia
Amy O'Shaughnessy
Lorg Media - TG4
Loretta Ní Ghabháin

Sponsored by

Littlewoods Ireland

Maeve Kelly

Set against the backdrop of a global pandemic, Christmas 2020 was like no other. As an online retailer, Littlewoods Ireland was there for its customers in a very practical way, but as a brand it was lacking an emotional connection. In being brave, taking a different approach and putting the Irish language at the heart of our strategy, we strove to fulfil a need beyond the material. This campaign demonstrates how embracing the Irish language can deliver a campaign that served a very real need of the core Littlewoods Ireland customer, COVID-proofing Daidí na Nollag.
Winner
Borradh

Daithí de Buitléir

For a long time the Irish language has been viewed by it’s advocates as a key part of our cultural identity. It has been slammed by critics as a waste of time and resources. Borradh is changing this narrative. We are showing how a young generation of leaders are placing the language at the core of their working lives, ensuring that the language becomes a key driver of growth for them professionally and for their employers and businesses.
Finalist
Energia

Amy O'Shaughnessy

In 2020 Energia proudly announced a three-year extension of the Seachtain na Gaeilge le Energia partnership. The festival identity underwent a redesign and the new fresh look was launched with the #GiveAFocal PR activation, a tongue-in-cheek play on words, encouraging people across Ireland to have fun with the language. A cleverly targeted influencer campaign drove social engagement via @TheIrishFor and Energia promoted the festival on TV, radio and BTL comms with significant internal staff engagement in addition. This sponsorship continues to deliver strong brand affinity results and is a key part of Energia’s brand strategy each year.
Finalist
Lorg Media - TG4

Loretta Ní Ghabháin

Fleadh Cheoil na hÉireann in its conventional format was cancelled due to Covid19, one door closed but another opened for TG4 in the from of 4×90’ programmes containing engaging, entertaining content for the hundreds of thousands of people who couldn’t travel.We tapped into a new wave of people learning Irish during lockdown. Our Social media campaign was central to the success of #Fleadh2020 and brought us to a worldwide audience through Irish in a way that was inclusive to all. Focus on User Generated Content brought the audience as close to the event as they could possibly be in 2020.
Finalist