The Dublin-based creative agency, The Public House has created a new campaign for Bord na Mona that highlights the role the company is playing in Ireland’s climate action plan.
Working with The Public House, the company wanted to make a bold and proud statement about the dramatic changes it has been making in recent years and its “brown to green” strategy which has seen the company move beyond peat and turf and into greener technologies like biomass and wind energy.
The campaign, which is called “Sometimes Big Changes Happen Quietly” leads with TV and is supported by press, radio and digital.
The agency collaborated with director Alan Masferrer and Antidote to bring the launch TV to life. It features a day in the life of Bord na Móna, portrayed with subdued sound design, accompanied by a rotational camera technique that reveals itself at the end as the rotating blades of a Bord na Móna wind turbine. “Big change sometimes happens quietly” leads us into the tangible actions that are underway.
Press and digital uses the impactful headline “It’s time to clear the air” — a statement of ambition and commitment to providing Ireland with sustainable energy and restored peatlands to capture carbon.
According to Pat Sammon, external communications manager, Bord na Móna: “Bord na Móna is an iconic Irish company with a new, exciting purpose. We are now focused on helping Ireland reach net zero emissions by 2050. Over the last number of years we have transformed our business, making significant investments in renewable energy, peatland restoration, waste management, boosting biodiversity and other sustainable activities. This campaign perfectly captures the critical new role of Bord na Móna as a leader in Ireland’s journey to reaching our 2050 climate action targets.”
“The more we looked at Bord na Móna’s journey, the more we saw a dynamic and committed company with a “less talk, more action” ethos that needed to be brought to life creatively. They had a shared creative ambition and wanted a campaign that stood out in its style and simplicity,” adds Jarrod Banadyga, creative director, The Public House.
Media buying for the campaign is being handled by Carat. According to Nuria Roldan,account director, Carat: “Carat Ireland is delighted to be part of Bord na Móna rebrand campaign. Our aim is to drive awareness of BNM’s new role as a climate action leader through emotional engagement with strategically placed media. We are using large broadcast media to get our message to everyone followed by digital channels and partnerships to deepen the engagement. It is a pleasure and a privilege to be part of such an important campaign aligned to the climate action program for Ireland.”
Credits
Client: Bord na Mona
Alison Tilley – Internal Communications Specialist
Pat Sammon – External Communications Manager
John Hannon – Interim Head of Corporate Affairs
Agency- The Public House
Creative Director: Jarrod Banadyga
Copywriter: Barry Taylor
Art Director: Paul Kinsella
Managing Director: Catrióna Campbell
Account Director: Sarah Lee Saunders
Senior Account Manager: Kirsten Jackman
Producer: Steve Battle
Strategist: Ronán Jennings
Design: Cian Booth and Trevor Nolan
Production Company: Antidote
Director – Alan Masferrer
Producer – Andrew Freedman
Line Producer – Paula Stewart
Director of Photography – Luke Jacobs
