This is Ireland

Bringing native pride to a global audience

Creative | Digital Strategy | Content Management | Video | Copywriting | Social

In the depths of 2017’s lingering winter bigO was tasked with finding the voice of and creating the content via which Ireland could spout loud and proud about its creative, cultural, business, innovation and educational prowess. The shout n’ spout was scheduled for spring and the spotlight was set to shine on the country and its brand new all-in-one web portal This is Ireland, in time for St Patrick’s Day.

But how do you big up a small nation to the world via an online megaphone without cranking the Irish person’s innate aversion to back-slappery, self-congratulation and of course, the cringe-o-meter, up to 11?

Showcasing Ireland, Not Selling It

The aim was to give due focus to this island as a real force to be reckoned with, we did this by creating a content cocktail of pitch perfect tone and brand voice that delivers genuinely engaging subject matter. Showcasing Ireland, not selling it, was the name of the game. By creating a bespoke style guide and tone/voice guidelines we were able to ensure that the content resonated with both the domestic and overseas audience. We kept the tone rooted in authenticity, its aim was to effectively win over the Irish person by avoiding any twee, stereotypical representations of Irishness while informing and guiding the non-Irish user along the way.

As the website was a first for Ireland: a one-stop site that contained everything anyone would need to know about its society, culture, achievements, attitudes, industry and more, the content strategy involved creating content that spanned the categories of living, visiting, investing and studying here. bigO devised, created and curated over 60 pieces of content on everything from Irish-led world-firsts to our thriving animation industry to the scientists, artists and architects representing us on the world stage.

To coincide with the website, a video was produced based around the idea that this land ain’t just the Republic of Ireland but the Republic of Creativity too. Directed by the multi award-winning Ruán Magan, the video features a host of contributions by creative dynamos such as Lenny Abrahamson, Ruairí de Blacam, the Laureate for Irish Fiction Anne Enright, Easkey Britton, Clare Langan, Aoibheann McNamara, Nuala Ní Dhomhnaill, Fearghus Ó Conchúir, Caoimhín Ó Raghallaigh, Niamh Scanlon, Eamonn Sinnott, Enda Walsh and Bill Whelan. Add some stunning footage and a poetic script to the mix and the end result was a video that reached more than 7,982,928 hearts and social feeds around the world.