Dublin Bus were making the move to cashless payments. It made paying easier, quicker and actually saved you money on fares. However, people were unsure how the system worked.
We didn’t need to explain every little detail of the new system, we simply needed to explain how and why to use it. So how do we educate the people of Ireland about saving? By teaming up with Ireland’s greatest ever saver... Shay Given!
We fully committed to the joke and created a content series that, while firmly tongue-in-cheek, provided an easy to follow guide to a complicated system. When he is finally convinced, he very quickly regrets his decision! For the outdoor visuals we paid homage to the classic, cheesy football PR shots of the past.
The campaign truly hit a nerve with the people of Dublin, with many people wondering why on earth Shay Given would ever agree to do something like this.
