As part of their new Winter campaign, Bord na Móna is encouraging people to ditch the ‘Step outside your comfort zone’ philosophy, and embrace the comfort of a warm fire instead. Bord na Móna is a brand with a rich history and heritage, but this new campaign is a more modern, playful look at the role of a fire or stove in Irish homes. The aim is to rekindle love and awareness for the brand, celebrating that feeling of warmth and comfort you can only get from getting cozy in front of a real fire.
The integrated campaign includes outdoor, radio and digital, including display and rich media, with amplification through PR activity and social. The traditional definition of a 'comfort zone' is turned on its head in a tongue-in-cheek way, opting for the physical warmth definition over the spiritual growth interpretation. The outdoor depicts a couple sharing a relaxed moment in front of the fire, in a hygge-style moment. The rich media and radio see our characters quickly trading in the harsh outdoor environment, to return to the warmth and comfort of their homes, with the copy suggesting to 'step out of your comfort zone… some other time.'
It’s the first campaign that The Public House has developed for the brand, following their pitch win in the Summer. creative director, Jarrod Banadyga, says: “We embraced the opportunity to have some fun with the role that a warm fire plays in the home, and at the same time, throw a little shade at those aspirational Pinterest posters telling us to ‘step outside our comfort zone.’ It’s always fun to take a fresh stance on a tired cliche and land our point about the undeniable draw of a warm fire.”
Elaine Negi, marketing manager, Bord na Mona, said: “Working with The Public House has been a fun and collaborative process, and I’m impressed at how they’ve been able to get to the heart of our brand challenge. We’re looking forward to evolving the Bord na Móna brand both strategically and creatively, in line with the overarching brown to green strategy.”
The Public House is an independent strategic and creative agency in Dublin, with clients including Jameson, Paddy Power, EPIC: The Irish Emigration Museum, and Independent News & Media. The agency is known for its strategic rigour and creative edge that delivers for its clients, with a philosophy that ‘Boring Doesn’t Sell’.