Overview
Industries
- State/ Semi State
Services
- Advertising ,
- Creative Direction ,
- Digital Strategy ,
- Social Content ,
- Video
Most people never think about what’s inside the ships, lorries and containers that pass through Dublin Port every day. This campaign set out to change that, to make the unseen world of trade visible and show how it shapes everything from daily life to major cultural moments.
When Oasis announced their long-awaited reunion shows at Croke Park, it created the perfect opportunity to bring that story to life. Behind the excitement was a huge freight operation, 26 articulated loads travelling 570km from Wembley to Dublin, carrying everything from lighting rigs to merchandise. All of it passed through Dublin Port, just like the €165bn of trade that flows through it every year.
By connecting the movement of goods to a cultural phenomenon, we turned logistics into part of Ireland’s biggest entertainment story, showing that culture runs on the same supply chains that stock shops, fill fridges and keep the country moving.
The Idea
At the heart of the campaign was a single, instantly recognisable image: the Poolbeg Lighthouse in a parka.
Created in CGI, it transformed one of Dublin’s most iconic landmarks into a cultural symbol, a nod to Oasis’ style and attitude. The image anchored the campaign, turning freight and trade into something sharable and human.
Execution
The campaign unfolded across several channels:
Social Media:
The CGI video on Dublin Port’s channels, sparking huge organic engagement as fans shared, joked and speculated.
Video Content:
A long-form film followed the full journey from the docks to Croke Park, making the invisible visible.
Earned Media & PR:
Coverage spread from RTÉ News to national newspapers and international fan pages. The conversation grew further when Bonehead and Noel Gallagher’s daughter Anais joined in.
Results
3.18 million video views (Earned & Owned)
91,000+ social interactions
10.1 million total reach
Nearly 100% positive sentiment
Strongest share of voiceof any Irish brand in the Oasis conversation
Credits
Creative, Strategy & Social: Idea (idea.ie)
Video Production: The Coop (thecoop.ie)
PR: Gibney Communications (gibneycomm.ie)
Awards
Shortlisted for Best Creative Video for a Local Business Advertiser
The Shark Awards 2025
Context
Campaign Supernova is part of Dublin Port’s ongoing brand platform that tells the unseen story of Ireland’s trade, revealing the Port’s essential yet often overlooked role in Dublin’s cultural and economic life. It follows on from the “Supporting Exporters”
ice-cream activation developed with Ringers, continuing Dublin Port’s mission to bring trade closer to the people it serves.
What the client said…
“Our “campaign supernova” aimed to help the general public understand the relevance of Dublin Port to their everyday lives. It was rooted in a simple fact, that huge cultural moments like the Oasis gigs would just not be possible without the work we do here in the Port. The IDEA team fully embraced our objective and outdid themselves in terms of strategy, creative and execution, working seamlessly with our other partners to deliver outstanding results on a tight budget. Client-agency collaboration par excellence.”
