Tourism Ireland: The Dublin Doodle
The brief
Create a social campaign around St. Patrick's Day that would reach the global Irish diaspora.
The response
The Dublin Doodle, a Facebook app that let people draw and share their own St. Patrick's Day image to be projected on Trinity College Dublin at the height of the festival's biggest party.
My part in the project
- Concepting the core social idea, and driving it beyond the brief into experiential
- Overseeing the creative execution of the Facebook build
- Writing campaign copy
- Developing the broader social campaign
- Overseeing junior teams developing supporting .com and social campaigns
Key results
- Reached over 1 million Facebook users
- Over 100,000 likes on Tourism Ireland's Facebook page in two weeks
- 50 doodles projected onto Trinity College
- Gained national TV and editorial coverage
Awards
Shortlisted, Facebook Studio Awards
