Gabriel Metsu: National Gallery of Ireland 2010
Role: Concept - Ambient

Gabriel Metsu is a 17th century Dutch Master and some would say the top-dog of the era. While Rembrandt and Vermeer are the names synonymous with this Golden age today, alas Metsu’s name has been lost to the winds of time.

However 2010 would be the year to reclaim Metsu’s place in art history and lucky for us his world tour would begin in Dublin with Gabriel Metsu Rediscovered Master of the Dutch Golden Age at The National Gallery of Ireland.

Metsu’s talent apart from his technical ability was the way in which he captured everyday life in 17th century Amsterdam. Looking at his paintings is like looking through a window into a time gone by. It struck then that although clothing had changed, transport and general hygiene had improved human expression and endeavour has remained the same. So how best to illustrate Metsu’s USP in an engaging way than good ould Juxtaposition.

Outdoor ambient was a first for the gallery and used in such an innovative way positioned something that is old in a modern contemporary context. Removing the dusty and stuffy aroma of furniture polish with the sights and smells of the streets that Metsu captured so beautifully meant that high art was back on the street.

We also developed some book marks that were available in the Gallery gift-shop for visitors to take as a memento, these were a huge success.

Life Style Sports are an Irish owned sports and leisurewear brand and are Ireland’s no.1 Sportswear retailer.

Concept - Show off your style and win great prizes

Life Style Sports S/S 13: '#GAME ON'
Role: Concept, Copy, Outdoor, Social, Digital

A social campaign with a fashion angle, #Game On called on Ireland's sport style lovers to share their style on Instagram,Twitter and #GAMEON microsite for the chance to win great prizes. The campaign was a great success and really demonstrated that tone of voice, participation and relevancy is key with a younger audience.

Life Style Sports A/W 13: '#GIFT IT UP'
Role: Concept, Copy, Outdoor, Digital, Social

Concept - Make sure you get the gift you really want this Christmas.

#GIFT IT UP' is another cross channel campaign that made use of outdoor media and social platforms. The overall concept was to get people to choose the items they really wanted for Christmas from LSS online store and hashtag them for their chance to win. This was a simple concept with a clear CTA and crisp art direction that had a strong connection to the season of consumption in a way that appealed to youth market.