Background
The Covid-19 pandemic dealt a serious blow to the Irish arts sector. Live performance venues were among the first to close — and the last to reopen. As Ireland began to re-open with the rollout of the booster programme, the Arts Council wanted to encourage people, especially arts lovers and regular attendees, to re-engage with local venues and book tickets. However, many audience members remained uncertain. Reduced capacities, public health guidelines, and unclear messaging had created hesitation.
 

The Arts Council funds a wide range of disciplines — theatre, dance, visual arts, music, and outdoor spectacle — so the campaign needed to be broad, inclusive, and culturally relevant. We were speaking to arts aficionados: passionate, knowledgeable individuals who took pride in their cultural awareness.

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Insight

Our breakthrough insight came from the past:

Even during history’s darkest periods, great artists endured — and created. From Shakespeare, who wrote some of his greatest plays while the Globe Theatre was closed due to plague, to Irish icons like Samuel Beckett and the Diceman, the creative spirit had always found a way to thrive.

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Strategy
We developed a unifying theme:
“Art flourishes in spite of adversity.” The campaign celebrated resilience in art — both historical and contemporary — and called on audiences to support the venues and creators they love. Our media plan focused on high-impact, wide-reaching platforms:

• Partnered with Newsbrands Ireland to activate national press and online display

• Delivered powerful video storytelling and digital display ads across online platforms

• Leveraged RTÉ Radio through their Supporting the Arts scheme. Created executions featuring different iconic artists to resonate with a diverse audience. 

• We also collaborated with The Irish Independent to produce a seasonal guide: “What’s on This Summer” — a curated content piece promoting events and re-openings.

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Results
The campaign didn’t just resonate — it inspired action. Independent research conducted by RAM (on behalf of Newsbrands Ireland) found: 43% of arts aficionados booked or attended an arts event as a direct result of the campaign. 63% said they were more likely to attend an arts event that year. Campaign messaging generated enthusiasm, happiness, and excitement about the arts’ return

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Scope of Work
As a creative agency partner, we managed a fully integrated campaign across:

• TV

• Out-of-home (OOH)

• Radio

• Digital display

• Online video

• National press and supplements

• Paid Social

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We helped the Arts Council reconnect with their audience, support the creative sector, and remind the public that in every era — art endures.

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Award Winning

The campaign won a Bronze Effie Award in 2023 in the Culture & the Arts category for advertising effectiveness.