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Bulmers 100% Real-time Billboard


Bringing to life the brand’s new positioning “100% Irish”, this first-of-its-kind billboard combined both multi-camera motion tracking technology and hundreds of lines of personalised copy to engage thousands of festival goers at Forbidden Fruit.

Not content with just sponsoring the festival, Bulmers also wanted to put people literally front and centre and celebrate all of the things that make the fans unique. Tapping into the behaviour and actions of festival-goers we created personalised messages based on sharp, real-time observations. The experience generated thousands of reactions over 2 days and significant engagement across social media platforms.


Agency: ICAN
Concept: Ciaran Dolan & Mikey Curran
Client: Belinda Kelly, Marketing Director, Bulmers Ireland
Creative Director – Ian McFarlane
Art Director – Ciaran Dolan
Copywriter  – Mikey Curran
Technical / Programming / Screen – Algorithm
Camera Assistant – Daniel Kelly Atkinson
Client Director: Nikki Fitzgerald
Client Manager: Andrew Haughey