Home Campaigns Ad of the Week eir Rolls Out Major Campaign as Part of New Brand Positioning

eir Rolls Out Major Campaign as Part of New Brand Positioning


Telecommunications company eir has rolled out a new brand identity and campaign as part of an overall investment of €2m, the brand’s biggest in over 10 years.

Called “eir for all” the campaign is running across TV, social, OOH, radio as well as digital and in-store.

Part of the campaign profiles individual people, families and communities across Ireland demonstrating how eir’s technology helps people connect for a better Ireland. They include a TikTok performer, a young hurler, a Special Olympics athlete, a family of gamers and a group of surfers among others.

The campaign was created by TBWA\Dublin and BBDO Dublin, both of which have since merged under the TBWA umbrella after the latter picked up the eir account in October 2024.

“This campaign celebrates our first public steps in a new direction for the brand and the business,” says Oisín Masterson, director of brand and marketing at eir.

“Our core purpose is to connect for a better Ireland, and ‘For All’ not only articulates that, it reflects the journey we have been on through our investment in infrastructure, systems and experience. It is proof of the bigger brand promise in action.”

“In making this film we wanted to embody the purpose of ‘For All’ not just in the campaign, but in how we made the campaign, too,” adds Shane O’Brien, executive creative director.

“We worked with Irish director Niall O’Brien to create a film featuring a diverse crew and cast from across the length and breadth of the country. But the film is only the start of the campaign. There is so much potential in ‘For All’ and we’re really excited to see where we can go next with eir.”

“This beautiful campaign clearly shows that eir is a company that is moving forward with and for its customers and the communities of which it is part,” says Sinead Lee, agency client lead.

“It demonstrates that eir is proudly Irish and has a shared stake in our collective futures. We were really excited by the brief—clearly eir had put a lot of thought into their new direction—and we were energized by that new sense of purpose,”  she adds.

The campaign was produced by Furlined and serviced by Motherland.

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