We worked with the Irish Examiner to launch a new brand campaign to reinforce the Irish Examiner as the top source of news and sport for Munster adults.
The campaign was part of the Irish Examiner’s digital expansion, which was launched in March 2021, following significant investment in content, resources, technology and live event streaming services. The campaign ran across press, radio, TV, cinema, VOD, social, digital, digital audio, OOH and dOOH.
With so many ad campaigns out there in the news and publishing space focusing on brand values, we wanted to dig deeper and showcase the real DNA of the Irish Examiner writers, creating a tangible value proposition for why a reader should subscribe.
We wanted to create a fresh and exciting visual creative for this campaign, leaning on the real thoughts, words and speech from each of the writers featured, we wanted to retain the legacy of the Irish Examiner brand – projecting real award-winning stories as we as readers are familiar with in print, and throughout the campaign the pages align to form a stacked digital edition of the Irish Examiner, bridging the gap between print and digital content. Bespoke animations were created to form parts of the stories the writers are expressing bringing the viewer along on the journey
The campaign showcases a number of the Irish Examiner’s award-winning writers and their authentic voices of conscience, including Mick Clifford; Special Correspondent, Daniel McConnel; Political Editor, Clodagh Finn; Columnist, Edel Coffey; Columnist and Larry Ryan; Assistant Sports Editor, sharing stories that are going to make a real difference to people’s lives. This is what inspired the campaign.
We wanted to express the sheer range of Irish Examiner stories, full of depth, insight and honesty, crafted with humanity and total respect for the reader. From emotional personal stories to tales of national Institutions, our diverse lives are reflected in these pages daily and told with a deep-seated respect for the reader. This campaign is made from those stories. And the people who created them. Many perspectives. One powerful voice. Irish Examiner, Every Story Matters