Bonfire has launched a new Irish language campaign with Ardmore for Beacon CARE Fertility.
Bonfire developed the creative for the campaign, while Ardmore is handling media strategy and buying and it marks the two agencies first collaboration since Ardmore invested in Bonfire earlier this year.
Running across TV and out-of-home, the campaign uses the Irish language throughout and centres on Irish baby names and the families whose fertility journeys have been supported by Beacon CARE Fertility.
The TV execution features a rendition of the traditional Irish song “Mo Ghile Mear”, performed by Emmer Dunne and accompanied by Tom Conroy.
According to the agencies, the decision to use Irish was informed not only by the creative proposition but also by audience data around Beacon CARE Fertility’s Dublin clinic.
Joanne McKendry, media director, Ardmore, said analysis of Irish-language proficiency data showed a strong concentration of Irish speakers in the surrounding area.
“Our analysis of Irish-language proficiency data revealed a particularly strong concentration of Irish speakers surrounding Beacon CARE Fertility’s Dublin clinic — in fact, according to CSO data, between 40% and 50% of people can speak Irish across the area stretching from Templeogue to Monkstown,” she said.
“This insight informed both the campaign’s geographic focus and our media choices. Television allows the music, imagery and storytelling to work together to create a powerful emotional connection, while out-of-home extends that connection into the local community through contextually relevant placements that build recognition and resonance.”
Ann M. Cullen, head of marketing, Beacon CARE Fertility, said the campaign reflected the organisation’s focus on combining science with personalised care.
“It was a pleasure working with Bonfire and Ardmore on this campaign. At Beacon CARE Fertility, we are known for combining advanced science with truly personalised care, and the team captured that balance beautifully,” she said.
“Creating an Irish-language version gave us a wonderful opportunity to celebrate our native language alongside some beautiful baby names.”
Nicola Wielopolski, creative director, Bonfire, said the use of Irish gave the agency an opportunity to create a distinctive treatment around the idea of names and family.
“At its heart, this campaign is about names, beautiful Irish names and the very personal stories behind them,” she said.
“Using the Irish language felt like a natural way to tell those stories and gave us an opportunity to create something that feels genuinely different and allows the emotion to come through, whether you speak Irish or not.”
