Tech/Life Ireland is the new national tech talent attraction initiative. Developed by Enterprise Ireland, IDA Ireland and the Department of Jobs, Enterprise and Innovation, in partnership with the Tech industry, it is launching in June 2016.
Atomic DNA is the lead agency in developing strategy, brand, creative and content for what will be an innovative, international digital and social initiative.
Our digital-first solution makes use of premium online films, short-form social video and extensive editorial content to engage a hard-to-reach, hard-to-influence global audience.
From inception, we set ourselves the benchmark of building the world’s best tech talent brand and, with our partners, we are delivering on that important aspiration for Ireland.
The visual concept for #FootbALLornothing is to convey the intense passion of Irish soccer fans and align that with the new Euro 2016 Irish jersey. We are showing the length the fans go to to support the team. Everything is presented in the context of the fans in the stadiums in France cheering on Ireland in the Euros.
To bring this to life we have captured detailed, expressive, energetic and entertaining portraits of a series of characters being fans while wearing the jersey.
Having been announced as the new sponsor of the Dublin International Film Festival, Audi tasked us with creating a brand new visual identity and a campaign to drive awareness of their new position. Audi’s predecessor ran numerous high profile campaigns around DIFF so our role was to ensure people knew that a new sponsor had taken over the festival.
The ADIFF logo takes the form of a stylised strip of film which allows the logo to have a strong cinema reference, something that was very important to DIFF, as well as maintaining the premium feel that is associated with the Audi brand. We created brand guidelines that allowed the festival's in-house design team to roll out the brand over a variety of festival campaign materials.
Titling the festival ADIFF (Audi Dublin International Film Festival) allowed us to use the title as a play on words juxtaposed onto scenes from various films participating in the festival. The line we landed on, “ADIFFerent Film Experience” helped convey the key message that there is a new sponsor for the festival, as well playing on the fact that many of the films aren’t summer blockbusters, something that is important to those who attend in their thousands each year.
The campaign has been very successful with people picking up on the new name in a very short period of time.
We’ve been having a lot of fun with radio at Atomic with our latest spots for HB Cornetto. We took the most serious of music, classical, and made it laughable for HB Cornetto’s 'Goodbye Serious' campaign. A simple idea, that was just a bit of an opus to record. However, with the help of Mick at Number 4 and an amazingly talented choir led by Jimmy Byrne, we got it done. The result was music to everyone's ears, a nice bit of radio that’s already receiving hymns of praise.
Play the videos to hear the Cornetto Choir sing the Classics, including 'Ride of the Valkyries’, “William Tell Overture” and 'Figaro’s Aria’.
88 Irish Athletes will travel to the 2015 Special Olympics World Games in LA later this summer. We created a video to celebrate the effort and commitment of the 88. The video was based on the simple insight that all Olympians are exceptional, special people.
This beautifully shot piece was voiced by Liam Neeson. ‘All Champions are special’ has since been run on european TV by the Special Olympics Europe to celebrate all of the european athletes involved in the games.
We recently won the industry pitch for Spin FM and developed their new brand positioning, Be First. The Spin FM audience is young and connected. They need the relief from FOMO and Spin supplies it. Spin is first with the music and entertainment news that content carnivorous need.
We brought the platform to life in a series of iconic posters and print ads that showed the target directly plugged into famous artists. The posters featured the world famous artists, Florence Welch and Sam Smith.
Photography — Joseph Ford
New Balance are the official kit sponsor to Athletics Ireland. We developed the ‘New Balance. New Breed’ platform to showcase the next generation of top Irish athletes. This platform was brought to life in a series of visuals for outdoor posters, press ads and online content featuring the elite athletes Fionnuala Britton, Karl Griffin, Thomas Barr and Jessie Barr wearing the New Balance kit and the new Fresh Foam Zante shoe.
Working with the individual athletes, we identified the single, deeply belief that drives them to excel. The ‘New Beliefs’ appear to emerge from within the athlete, each a personal motto of an elite athlete on the cusp of world success.
Bank of Ireland aspires to be the best employer in Financial Services in Ireland. It was Atomic’s job to create a word class Digital Candidate Experience to help deliver on this ambition.
Our approach depicts a bank, where talented, engaged people and forward looking people are on a journey of transformation and innovation.
We created their new careers site, rich video content, new photography and a human tone of voice that puts the focus firmly on people - staff and customers alike.
Working in partnership with recruitment technology company, Clinch we have created a platform that allows the Bank’s Recruitment Team to rapidly deploy tailored content and messaging to specific talent pools. As well as understanding which content successfully engages candidates and drives application.
To help launch the all new Audi Q7, we came up with a hidden camera stunt using three rugby Brand Ambassadors: Rob Kearney, Peter O’Mahony and Robbie Henshaw.
Two unsuspecting Audi salespeople turned up for a VIP test drive with Rob Kearney. What they didn’t know was that Rob was being fed lines by his team mates and presenter Aidan Power.
It turned out the hidden camera brought out some hidden comic talents in Rob Kearney who had everyone in stitches on the day. Concealing cameras in a brand new Audi, following A Team-style in a van and keeping a straight face is no mean feat so hats off to the wonderful Scratch Films for their amazing work.
We’re delighted with the final video and at 500,000+ views, audiences seem to like it too!
The 6 tweets that went global.
We developed a social media campaign with Audi Ireland to reverse the stereotype about women drivers and challenge people to question their assumptions. The idea was disruptive and simple. 6 tweets, ostentatiously conforming with the stereotypes of women drivers, that linked to very unexpected content - articles about real women driving business and innovation.
The campaign went stratospheric fast. It was retweeted hundreds of times by members of the twittocracy, including Swiss Miss, Ad Freak, Design Taxi and Inc. The retweets gave us an estimated reach of over 5 million people all over the world. In addition of the thousands of people who read the tweets and clicked through to the articles, over 50,000 people explored further and clicked through to our campaign video.
The campaign was featured in local and international newspapers, top industry sites, blogs and commentators. So far, it’s been featured in Adweek, the Telegraph, DesignTaxi, the Mirror and Inc to name just a few. As the headline in the Daily Edge reads, “Audi’s new campaign challenges stereotypes of women drivers and people are loving it”. A huge, completely organic effect for a simple idea with absolutely no media spend behind it.
In the post Christmas period Life Style Sports focus on the Running and Fitness category. For the 2016 version our vision for the campaign was brought to life under the line of “Achieve your Awesome”.
Atomic teamed app with up-and-coming lifestyle photographer Alex Sheridan to capture real running and fitness fans doing what they do best. Models like long distance runner Hope Saunders and ex-Wasps rugby player Will Matthews we’re shot in an up-close and personal style mirroring the look and feel of “iPhoneography”. The shots are raw, authentic and un-posed (except for the occasional selfie!). For outdoor and instore key visuals the imagery was given a distinctly low-fi grade to tap into the visual language of social media imagery. Each of the posters tells a story with a series of vignettes coming together to create a narrative around a hardcore gym or running workout. A series of mini videos shot in the same style and set to a thumping soundtrack brought the concept to life on social.
Our social campaign encouraged people to share their achievements with us through #MyAwesome. Images that were sent to us were then shared on store screens and in the windows of stores to celebrate people achieving goals in the gym or on the road.
Watch the video to learn more.
Third level advertising can be formulaic at best. Derivative and undifferentiated at worst. Griffith College has always had a strong and well-defined ethos of its own. It is a place for ambitious people and equips them with everything they need to get ahead in their careers. At Atomic DNA we believed this distinctive proposition deserved a distinctive brand.
We captured this thought in our brand new platform ‘Jump Ahead with Griffith College’ and created an iconic visual concept of the ‘evolution’ from school leaver to student to professional.
Working with world-renowned photographers, Nick & Chloe, we delivered a beautiful, dramatic and iconic campaign that gave the brand immediate standout.
Leinster Rugby is one of the most successful rugby organisations in the world, and the leading professional sports team in Ireland. Unprecedented success on the field in recent years has presented the organisation with huge opportunities, and also huge challenges.
Atomic are currently working with Leinster Rugby in order to develop and utilise the Leinster Rugby brand to improve the fan, follower and sponsor experience associated with the club.
We look forward to revealing more Leinster Rugby campaigns in the coming weeks, months and seasons.
Branding design and website for World Number One golfer Rory McIlroy. Atomic was tasked with getting fans closer to the world's most exciting golfer and giving them an exclusive insight into his life on and off the course. Our creative concept presented the real Rory; rapidly becoming the world's most popular golfer.
We created an unadorned visual style for Rory and produced imagery and content that captures his raw essence: no hair and make up, no crew, no setups. Just the way Rory wanted it and the way we love doing it. Our solution is un-engineered, real and a means to bring lovers of the game closer to their hero.
Photography — Collin Hughes
To help promote Life Style Sports' latest running & fitness campaign, Atomic worked with the team in sports and fitness tracking specialists Endomondo to devise a month long challenge, encouraging people to get out and run. The challenge asked people to get out and cover as many KMs as possible (in 5km intervals) over a period of days with rewards for the top three runners at the end of that period. Life Style Sports also gave out prizes at random to people throughout the campaign.
Watch the video to learn more.