10 Agencies Collaborate On New Client: ‘The Future’

Ireland’s most talented creatives and strategists, from 10 agencies across Ireland, have come together to answer the brief of a lifetime for Good Life 2030 Ireland. With ‘The Future’ as the client, the brief is to create a campaign in response to recent, indepth research with Irish citizens around what it means to live a Good Life.

Industry Collaboration

At a unique event hosted by Purpose Disruptors and THINKHOUSE; representatives from HAVAS, Publicis Dublin, Core, Verve/Showrunner, TBWA/Bolt, Droga5, Folk VML, Bonfire, THINKHOUSE and The Public House came together to reflect on the role of the marketing, media and ad industry in supporting a thriving future, where we all live and work more sustainably. 

This saw some of Ireland’s finest creative directors, strategists, planners, and client directors spend a full day at IMMA, the Irish Museum of Modern Art, to understand Irish citizen's visions for the future (more connection to self, others and nature), immerse themselves in their new client ‘The Future’ with the help of the natural surrounds of IMMA, unpick a creative brief, reflect on the wants and desires of Irish citizens, exchange thoughts on the industry and collaborate with industry peers who are usually competitors.

The Outcome

A series of outstanding creative ideas, a new understanding of the industry opportunity and a concept for a unique campaign that will be delivered by this new ‘superagency’ for the future - people from across Ireland’s vibrant advertising landscape.

Laura Costello, ‘Good Life 2030 Ireland’ Project Lead, said, “The conversations we’re now having as an industry-leading collective about the future are crucial, challenging and inspiring. There’s real excitement for exploring new and more imaginative ways to meaningfully tackle the climate emergency and shape a new ‘good life’ narrative. This is a massive opportunity to showcase our potential and demonstrate how our industry’s outstanding creative and strategic skills can accelerate the cultures and businesses we need to be living in - and the lives that citizens want.”

What Next?

The national campaign, also supported by GroupM (and more major partners to be announced), will go live in November 2024. It will encourage Irish citizens to start living their ‘future good life’ now, using the power and imagination of Ireland’s adland. To leave behind a culture where trappings of the perceived ‘Good Life’ are unsustainable and misaligned with how people actually feel and what people want from life; and instead to embrace a new story about what it means to live a Good Life, rooted in connection. 

Good Life 2030 Ireland is supported by Creative Ireland’s Climate Action Fund and is being led by Purpose Disruptors and THINKHOUSE. The project brings the marketing, media & advertising industry in Ireland together to reimagine its role in society at large, while driving more imaginative and compelling sustainability narratives for climate action at scale. 

To get involved in the campaign, email ireland@purposedisruptors.org.

Follow the project @goodlife2030ireland on Instagram for updates.