Unexpected Spud Figures Challenge Automatic Assumptions About the Irish

The Public House create unexpected spud figures in new campaign for EPIC The Irish Emigration Museum.

The Dublin-based creative agency have rolled out a new outdoor, print, and social campaign for EPIC, which challenges the automatic assumptions people make about the Irish, and the stereotyping that goes with it.

Based in Dublin’s docklands, EPIC is a museum which details the stories of Ireland through the lens of those that left. In recent years, EPIC have worked with The Public House to develop campaigns rooted in an enduring brand positioning which centres on the museum’s strength in delivering a unique way to understand the Irish. As a result, the brand has a history of challenging the negative, outdated stereotypes that hold the nation back.

The always-on strategy behind this campaign is designed to confront the default assumptions we all make about the Irish and entice both tourists and locals to visit EPIC for a deeper understanding. This sprouted the thought that most people think of potatoes when they think of Ireland… when in fact, spuds aren’t even native to our soil.

The creative depicts a variety of things that are actually Irish, but perhaps not known for being so, even to most Irish people; The Submarine, The White House, and high-speed photography, all visually juxtaposed to look like potatoes.

The visuals, created in collaboration with CGI artist and creative retoucher, Paul Lang of The Orange Apple, are paired with both playful headlines and factual copy, explaining that the ‘Irishness’ of the figures is not the potato, but the lesser-known invention and discovery made by the Irish, prompting the viewer to visit EPIC if they don’t know what makes each image Irish.

“This campaign captures what EPIC is all about - challenging stereotypes and revealing the surprising, often overlooked contributions of the Irish around the world. It’s humorous, thought-provoking, and we hope it encourages people to dig a little deeper into the real stories of Ireland’s emigrants.” said Yvonne Murphy, director of marketing, EPIC The Irish Emigration Museum

Paddy Dunne, copywriter at the Public House added, “While it’s funny to have a legitimate reason to say things like ‘Spudmarine’ and ‘Mashington, DC’, it also conveys quite an important message. The stories that can be discovered by simply visiting EPIC will open your eyes to the massive impact us Irish have had on the world, and it’s always a pleasure to help highlight these within a campaign.”

This work is another example of the agency’s anti-formula approach to building attention grabbing work that is in line with their philosophy that ‘Boring Doesn’t Sell’. The independent creative agency works with a diverse portfolio of ambitious clients including FBD Insurance, 48, Cadbury and Barnardos.