‘For All’: TBWA Launches Significant Re-brand for eir

A brand new campaign for eir created by TBWA launches this week. It’s the first work to emerge since the agency was appointed (as BBDO Dublin) following a creative review last October. 

‘For All’—eir’s new brand platform—positions the company as a progressive brand for a modern Ireland. 

The repositioning follows hot on the heels of a behind-the-scenes brand transformation involving a €1.2 billion investment in Ireland’s infrastructure, a transformative journey on systems and processes to make customer experiences simple, easy, and seamless across all channels and touchpoints, as well as a renewed focus on innovation. 

“This campaign celebrates our first public steps in a new direction for the brand and the business,” said Oisín Masterson, director of brand and marketing at eir. 

“Our core purpose is to connect for a better Ireland, and ‘For All’ not only articulates that, it reflects the journey we have been on through our investment in infrastructure, systems and experience. It is proof of the bigger brand promise in action.” 

“In making this film we wanted to embody the purpose of ‘For All’ not just in the campaign, but in how we made the campaign, too” said Shane O’Brien, executive creative director BBDO Dublin. “We worked with Irish director Niall O’Brien to create a film featuring a diverse crew and cast from across the length and breadth of the country. But the film is only the start of the campaign. There is so much potential in ‘For All’ and we’re really excited to see where we can go next with eir.” 

Sinead Lee, client lead, commented, “This beautiful campaign clearly shows that eir is a company that is moving forward with and for its customers and the communities of which it is part. It demonstrates that eir is proudly Irish and has a shared stake in our collective futures. We were really excited by the brief—clearly eir had put a lot of thought into their new direction—and we were energized by that new sense of purpose.” 

Director Niall O’Brien said, “Being away from Ireland for so long has given me an entirely renewed perspective on my own country. This production has been an incredible experience. Spontaneous, collaborative, exhilarating, and all seen with a fresh lens which I’ve shared with the viewers of this film.” 

The campaign was produced by Furlined and serviced by Motherland. It launches March 20th and will run across the full customer experience from TV, social, OOH, radio through to digital and retail.