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Barry's Tea "Something Borrowed"
Barry's consistent use of Irish in advertising works. It supports their brand identity as an Irish tea company and continues to set them apart from the competition.
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02 "Can do" (Peter Owens 2002)
Companies in the business of communication have long recognised the value of advertising in Irish. The beautiful visuals in this launch ad called for a poetic translation to match. It spoke volumes about 02's commitment to its Irish customer.
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Euro Changeover "Sean Bán" (Adept 2001)
Adept was the first agency to invite us in at concept stage to develop an independent script for an Irish language ad. Seán Bán Breathnach was a favourite in the series, encouraging the target audience to "tune in" to the value of the euro.
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Foras na Gaeilge "Café" (Helme OCOS 2000)
A classic situation where to your embarrassment, you realize more people understand Irish than you thought! This award-winning ad aired extensively on multiple channels to include RTÉ, TG4, TV3, UTV, CH4, Sky One. As consultants we had the privilege of working with both client and agency on developing the advertising brief and final scripts for both ads in this all-island campaign.
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Fiontar DCU M.SC. (Cumarsáid 1999)
Where budget limitations rule out live action, Irish text in motion can make for an engaging 30 seconds. This animation stands out for it's bilingual appeal.
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Barry's Tea "New York" (Irish International 1999)
Planned to air on RTÉ as well as TG4, the brief for this ad was to make the translation as accessible as possible (for an audience of mixed fluency levels). Barry's is based in Cork so selecting a voice-over artist from Munster brought it home.
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ESB "houses of energy" (CDP 1998)
This ad stood out for its recall levels on RTÉ- which matched those of the English version - even though this Irish ad only aired half as many times. Our creative translation of "Mountains of ironing" into "Tulach an Iarainn" carries a double meaning as it is also an important placename for ESB.
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Bank of Ireland GAA (Bell 1997)
The lyrical flow of the original script of this ad also called for a creative translation in order to stay true to the integrity and poetry of the Irish language. The "Seas le do chontae" slogan was a new creation (rather than translation) to facilitate comprehension for mixed levels of ability.
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C&C TK togha-khic x 10 (series) (Cawley Nea 1997)
One of our favourite "creative translation" challenges - this popular series of Limericks for TK drinks couldn't be translated directly - the words had to rhyme and fit the content / timing of the animation! All 3 Irish language versions broadcast both on N2 and TG4.
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Birds Eye "Fish Grills úra" (Wilson Hartnell 1996)
This American commercial was re-voiced for the Irish market in both languages. It stands out for its lip-synch (a rare feature in translated ads at the time). Viewers loved the surprise of "Céard 'tá don dinnéar?" (Peadar Lamb's seamless transformation of "Hiya honey what's for dinner?")
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