Aoife Davis
Aoife Davis | Advertising
I’m Aoife Davis, an Art Director, and Designer currently working at OLIVER. My time has previously been spent as part of the Dublin Digital Radio team, a community based radio station, designing and managing various projects. I moved from a career in Marketing after graduating from Trinity with a BA in Business & Sociology to a career in Design after completing a HD in Visual Communications from BCFE. This was one of the best decisions I’ve ever made and I can’t praise the course at BCFE enough. It gave me the necessary grounding and skillset to pursue a career in Design and an excellent introduction to Art Direction for advertising. I’ve always aspired to be an Art Director and I’m very excited for to be part of the Upstarts programme this year!
Project 1 | Bord Na Mona
We’re Coming Clean
Brief:
People’s perceptions of Bord Na Móna are of a traditional peat company. They have transformed from brown to green so we need to reposition them in people’s hearts and minds as Ireland’s climate action leader.
Idea:
We’re Coming Clean – A public apology.
Execution:
Bord na Móna address the Irish public’s outrage over their decision to move from brown to green by publicly apologising for taking away one of our national treasures, the peat briquette. In doing so, they also take ownership of their past. By offering an honest and transparent reason into their decision to abandon peat harvesting, shining a light on the negative effects on the environment, they come clean, admit to their wrongdoings and use this as a basis for their change. Bord na Móna take ownership of their past, because it is their past who has made them who they are. There is an honesty to their realisation that they hope will transform their brand in the hearts and minds of the country.
Bord na Móna will run a PR stunt, replying to negative sentiment on Twitter regarding their decision to abandon peat harvesting. Their press ad will take the form of an open letter to the people of Ireland, apologising by coming clean. They will also feature on the front page of the Irish Times magazine with an interview from a Bord na Móna employee about their decision to move from brown to green.
Link to full project here.
Against the Gráin
Brief:
Ireland’s rate of hate crime has been steadily increasing for the past ten years. No legislation currently exists to persecute those who commit these crimes. We need to help The Irish Network Against Racism (INAR) create a sense of urgency for legislation amongst the Irish Public.
Idea:
Against the Gráin – Turn Hate into Love
Execution:
Gráin = Hate. Grá = Love. Against the Gráin – Turn Hate into Love.
The INAR campaign will create a sense of urgency by acknowledging hate crimes and incitement to hatred instances over the past five years in Ireland. By using data collected from INAR’s iReport, News intelligence platforms and social media reports, hate crime and incitement to hatred will be put on the Irish map. INAR will force the Irish Public and Government to take notice, by creating their own ‘Against the Gráin’ Google My Map tool. The campaign will be executed across this tool, an OOH campaign, a social campaign and digital.
By documenting and acknowledging Ireland’s hate crime and incitement to hatred over the past five years and visually displaying it on Google Maps, the Irish public with be better informed, creating a sense of urgency forcing the Government to legislate quickly.
Link to full project here.
Make Travel Home Extra Fabulous
Brief:
Capture the imagination of students and position Irish Rail as the most superior way to travel.
Idea:
Make Travel Home Extra Fabulous
Execution:
Irish Rail will endorse three of Ireland’s most influential Drag Queens to be the faces of the campaign. The Queens, a metaphor for Irish Rail, will save students from their squalor, take them into their arms, carry them on their backs make their lives ‘Extra Fabulous’ by travelling by Irish Rail. The campaign will be executed through OOH, a music video and a student awards programme.
The Irish Rail Queens will be be styled in custom made Irish Rail outfits taking inspiration from old CIE Uniforms from the 1950’s but with an ‘Extra Fabulous’ drag twist. The music video will star our Irish Rail Queens performing a choreographed dance sequence with Irish Rail staff and students across the country. The ‘Freedom of the Rail’ student awards programme will award winning students free access to Irish Rail for their entire time in university. Students are invited to submit a project based on their chosen field of study that fall under subjects synonymous with Drag. Shortlisted entries will be invited to take part in the official ‘Freedom of the Rail’ Drag Race’, hosted by our Irish Rail Queens and international guests.
Link to full project here.
See it your way
Brief:
Launch AIB’s MyMortage application tool and to help customers understand the benefit of it. The MyMortgage tool shows customers the light, breaking it down into simple steps, offering total transparency and complete control at every part of the process.
Idea:
See it your way
Execution:
The campaign focuses of three different types of homes around the country. Each home is visualised as a cross section, allowing the viewer total transparency by being able to see their way of living inside. Different scenarios will involve each customer group playing out their dreams in their potential new homes.
The tagline, ‘See it your way’ alludes to the idea of the customer controlling their own mortgage journey while the cross section of the house makes reference to the transparency of the mortgage process that the MyMortgage tool provides. An experiential campaign will follow with a pop up cross section home.
See full project here.
