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Play Matters

It’s not just play time, it’s moments that shape their future

Amongst animals, mankind is distinguishable by its need for play. Across it’s 5 core forms (physical play, play with objects, symbolic play, pretence/socio-dramatic play and games with rules), play has a pivotal role in development of crucial social and emotional skills, as well as health and wellbeing.

In partnership with the Department of Education, Ardmore strove to create a campaign which evokes an emotional belief shift in caregivers- encouraging them to spend more time facilitating unstructured play as a means of nurturing their children and equipping them to handle challenges as they grow up.

The campaign spans outdoor, radio, press and social media formats, with impactful video and striking, colourful visuals.


Agency: Ardmore
Account Director: Kathryn Robinson
Strategic Director: Paul James
Account Executive: Scott Orr
Creative Director: Paul Fagan
Copywriter: Luke Hanley
Production Manager: Sonia Laughlin
Photographer: Collette O’Neill
Videographer: Carl Quinn
Sound editor: Michael Foster

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