To mark its 50th anniversary, Bord Gáis Energy rolled out a major out-of-home (OOH) with airport takeovers and large-scale city-centre projections in Dublin and Cork.
The campaign was developed by Talon in partnership with PHD, The Tenth Man, DAA and Bord Gáis Energy and is built around the tagline “Proud past. Powerful future”.
The activity celebrates the energy company’s 50-year history while also looking ahead to what it describes as the next chapter in Ireland’s energy future.
A key element of the campaign is a series of bespoke takeovers at Dublin and Cork airports, including branded gate and lift environments showcasing Bord Gáis Energy’s development since 1976.
The campaign also extended into Dublin and Cork city centres through a series of large-scale light projections on landmark locations, designed to give the anniversary campaign additional visibility during the busy summer period.
According to Ailish Boyle, senior marketing manager, Bord Gáis Energy, the company wanted to mark the milestone in a way that would deliver both scale and impact.
“Celebrating 50 years in business is a significant milestone for Bord Gáis Energy, and we wanted to mark it in a way that was both impactful and memorable,” she said.
“For the first time, we used large-scale outdoor projections in highly contextual locations, helping the brand show up in a fresh and distinctive way. With summer in full swing and large audiences out and about, it was important for us to be visible in high-footfall areas and connect with people where they were.
“This campaign gave our anniversary the scale and recognition it deserved, celebrating our proud heritage while looking to the powerful future ahead.”
Kamala Ram, business director at PHD, said the campaign was designed to combine scale with a more innovative use of outdoor formats.
“Celebrating 50 years is a significant milestone for Bord Gáis Energy, and we wanted to mark it in a way that felt both impactful and forward-looking,” she said.
“By combining high-reach airport takeovers with innovative city-centre projections, we helped the brand connect with audiences at scale during a key summer period.
“As a new agency partner, we’re proud to support Bord Gáis Energy’s evolution, celebrating its legacy while reinforcing its ambition to drive Ireland’s energy transformation.”
Scott Doyle, Senior Client Executive at Talon, said the campaign was about bringing the company’s anniversary story into environments where people were already spending time.
“What I loved about this campaign was the opportunity to bring Bord Gáis Energy’s story into the places people were already moving through and spending time,” said Scott Doyle, senior client executive, Talon.
“From the airport takeovers to the city-centre projections, it was about making those 50 years visible in a way that felt as meaningful as the milestone itself. It’s particularly exciting to see Bord Gáis Energy become the first brand to use the Cork Airport gate takeover, setting a new benchmark for what’s possible in the space,” he added.
Bord Gáis Energy Goes Big on OOH to Mark 50th Anniversary”**.
