Every full stop. Every semi-colon. Every dot on every “i” and every “j”. Every black spot on every page of the irish Daily Mail magazine was removed by Irish ad agency, Rothco, and replace with a colourful eir dot.

The idea of the un-ignorable campaign was to launch WiFi Calling for eir, Ireland’s largest communications company, WiFi Calling removes every mobile phone coverageblack spot by using WiFi connections to boost your signal.

Stephen Rogers, creative director at Rothco, commented:,“eir had a really unique product, that was perhaps a little bit complex to explain. So, we created a really simple analogy for what WiFi Calling actually does – eliminates black spots. Once we had this, we pushed ourselves to bring this to life in the most surprising way we could.”

Shane O’Brien, creative director at ROTHCO, added, “We should also probably apologise to the designers in the Daily Mail, who had to sit up all night combing through the entire magazine replacing black dots, one by one.”

The print takeover took place on Friday October 6 2017.

Credits: 

Agency: Rothco
Executive Creative Director: Alan Kelly
Creative Directors: Shane O’Brien & Stephen Rogers
Copywriter: Lucas Guratti
Art Director: André Maia
Head of Studio: David Gallagher
Finished Artist: Mickey Hughes
Agency Producer: Al Byrnes

Managing Director: Richard Carr
Head of Account Management: Miriam Hendrick
Account Director: Sarah McGann
Project Director: Ailbhe Beirne
Strategy: Tara Finnegan

Client: eir
Group Marketing Director: Henry Dummer
Head of Brand and Marketing: Oisin Masterson