DUBLIN BUS | Save Like Shay
Dublin Bus were making the move to cashless payments through their Leap Card system. It made paying easier, quicker and actually saved you money on fares. However, people were unsure how the system worked. The public didn’t need to know every little detail of the new system. They simply needed to know how and why to use it.
We needed an idea that was both memorable and educational. Ultimately the new system saves you money and time. So how do we educate the people of Ireland about saving? By teaming up with Ireland’s greatest ever saver... Shay Given! We centred our idea around ‘convincing Shay Given to be the face of our campaign.’
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.
