EXP, the experiential arm of Boys + Girls, has been appointed experiential agency partner for Re-turn, Ireland’s Deposit Return Scheme, following a competitive pitch.
The three-year partnership will see the Dublin-based agency develop and deliver a national experiential programme across some of Ireland’s biggest cultural and consumer events, including Bloom, All Together Now, Electric Picnic and the National Ploughing Championships.
The appointment will see EXP work with Re-turn to increase awareness and participation in the scheme, encouraging consumers to recycle drinks containers while supporting charities and local community groups.
Central to the programme will be Re-turn’s “Re-turn it Right” campaign, which encourages festival-goers and event attendees to dispose of eligible cans and plastic bottles in designated orange bins, allowing the proceeds to support charities and community organisations.
EXP will develop experiential activations designed to make recycling easier and more engaging at high-footfall events. The programme will also focus on increasing recycling infrastructure at festivals and ensuring valuable materials are retained within the circular economy.
According to Sarah Sherry, managing director of EXP Dublin, experiential marketing has an important role to play in encouraging behavioural change.
“We’re delighted to be working with Re-turn on such important and behaviour-shaping work. Experiential has a powerful role to play in helping people understand what Re-turn is, how it works and why it matters,” she said.
“Our focus will be on creating simple, engaging and effective live experiences that encourage people to take action in the moment — and bring that behaviour into their everyday lives. Summer 2026 was a great success for Re-turn, we look forward to further behavioural change in 2027.”
Mary B. Dunphy, brand, events and partnership manager at Re-turn, said the partnership would help the organisation engage with consumers in environments where large volumes of drinks are consumed.
“Events provide a unique opportunity to engage directly with large audiences and encourage positive recycling behaviours in an engaging and memorable way,” she said.
“As participation in Ireland’s Deposit Return Scheme continues to grow, we’re delighted to partner with EXP to bring our Re-turn it Right message to life at some of the country’s most popular events.”
Sherry added that the appointment was an opportunity for the agency to combine creativity with measurable behavioural change.
“This is exactly the kind of work we love — creative, purposeful and rooted in real-world action. Re-turn has become part of everyday life for people across Ireland and we’re excited to help bring that to life in places where people are already gathering, connecting and enjoying themselves.”
The three-year agreement will allow both organisations to develop a consistent experiential platform across successive event seasons, refining activations based on consumer engagement and participation.
EXP specialises in experiential strategy, live activations, staffing, production and consumer engagement.
