Irish Creative Innovation, The Brill Building is the top awarded agency at Europe’s Activation Awards, EACA IMPACT European Awards for Integrated Marketing Communications.
The Brill Building campaign, The AR Lens to Save Lives, was the most awarded campaign of the awards, with 4 Gold, 1 Silver and 1 Bronze for its campaigns, The AR Lens To Save Lives, for The Marie Keating Foundation and the Paddy Irishman Project launch, with photographer, Ross O’Callaghan’s Paddy Irishman Project and sponsor, Tourism Ireland.
The IMPACT Council represents the European standard of brand activation and integrated marketing communication. The Awards, organised by the European Association of Communications Agencies (EACA) and the IMPACT Council, are open to national award winners of the six IMPACT member countries: the Czech Republic, Greece, Ireland, Italy, Spain, and the United Kingdom, and upon invitation.
38 winners from 18 agencies across 6 countries were announced at the awards. Ireland led the results table with 17 trophies, followed by Spain, the UK, Italy, and the Czech Republic.
The AR Lens to Save Lives campaign was created with partners, Meta and Aleph, and the charity, that specialises in early diagnosis for all cancers. The agency created an innovative social media lens for lung cancer awareness that highlights the common symptoms of lung cancer on a mobile user’s image while using the camera lens on the platform. It is the first AR filter to be developed for cancer education and is one of the most successful filters Snapchat have developed, recording an average ‘play’ time of 31 seconds, above the platform standard of 17 seconds. The campaign had previously received three shortlists at the Gerety international awards earlier in 2024.
Peter Snodden, The Brill Building creative director, and creative innovation lead on The AR Lens to Save Lives, stated, “The Brill Building are thrilled with these wins as we knew we faced verystiff competition from the best integrated marketing and experiential campaigns across Europe. We were able to achieve this world first for cancer awareness approaches thanks to amazing partners in Meta and Aleph, such as Paul Gleeson in Ireland and Lee Gendenhuys inSouth Africa. Our ambition was to use existing technology in a new way, to increase symptom awareness. The most powerful tool we have in the fight against lung cancer is thepatient’s own instincts that something may be wrong.”
The agency’s campaign for the Paddy Irishman Project was the second best performing Irish entry and one of the top overall. The launch for Ross O’Callaghan’s portrait series with sponsor, Tourism Ireland. Using almost every marketing and creative discipline from projections, exhibition build, PR, social and ambient immersive tech, the New York launch is the most successful debut of an Irish visual arts project in the US for many years with impact seen around the world. The project launch was a unique partnership between the agency with The Brill Building founder & CEO, Roisin Keown, as creative producer and creative lead, Peter Snodden, as art and installation director, with a host of Ireland’s top creative, PR and arts promotion talent for the photographer, Ross O’Callaghan, who conceived the portrait series and founded The Paddy Irishman Project.
O’Callaghan commented, “This is an incredible endorsement for the ongoing work of the Paddy Irishman Project. We believe this is important work – to challenge enduring stereotypes about Ireland and the Irish around the world and to celebrate in apositive way the lived history of our island through the stories of our people. We appreciate the support Tourism Ireland have given us, to launch at the scale and impact the project and our Paddies deserve and with this further international recognition we get to continue bringing this new narrative of Ireland to new audiences.”
