Dublin's Winter Lights

There’s nothing like having your own home town as a client, and it's our pleasure to work with Dublin City Council to help the city be its best!

Our client, Dublin City Council came to us with a highly unusual challenge - being just too popular!

The problem was that the annual switching-on of the Christmas lights in the centre of the city had grown too big and the large crowds attracted to a small number of streets were making it too difficult for young families to enjoy the spectacle in safety.

So this year, Dublin City Council decided to do something different, something everyone in the city could enjoy without having their frozen toes trodden on. The council's solution was to spread the lights out over a larger area – a 'Festival of Light' that would illuminate thirteen iconic buildings all around the city for 30 days.

We helped them design, explain and promote 'Winter Lights', which runs throughout the Christmas period and will bring a little bit of festive joy all over the city!

Our job was to tell Dubliners about the new arrangement: we were asked to provide a name for this new city-wide light installation and to build a sense of anticipation about it. We also had tell people what to expect - whilst simultaneously maintaining a little bit of yuletide mystique.

That holiday feeling typically demands high production values, but this was a small budget, high impact brief. Cut to two o'clock in the morning before the shoot, as our art director Kieron finally managed to wrestle a rope of LED lights into letters spelling out the appropriate words...

The result is festive, it's Dublin and it's a little bit hand-made too, just like the best type of Christmas. We hope our campaign will strike all the right notes this December.