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Bord na Móna: The Icon series : “Working Late” & “Dark Night”


The Bord na Móna peat briquette is part of our heritage. It’s warmed many hearths, and hearts since it was launched over 60 years ago. The colour, the aroma, the BNM stencil, and possibly the weight of a bale are so familiar to us that the briquette itself is an icon. You see that shape and think of a warm, welcoming fire. So when we set out to create a series of executions for Bord na Móna, we took the iconic shape of the briquette as our starting point; we wanted to pay homage to its meaning, but we also wanted to create new associations for a younger audience. So took it to some slightly unusual places. Like the keyboard of a laptop. Or projecting it onto city streets, to reveal how alike its shape is to another icon that appears on a dark night. It’s the perfect time of year to be thinking about warmer moments.


Agency: Chemistry
Copywriter: Emmet Wright
Art Director: Robert Boyle
Account Director: Jennifer Monks
Photographer: Michael Kenny
Retoucher : Jeff Bennett
Animation : Piranha Bar
Display animation : Clickworks

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