The Škoda Made for Ireland campaign shows how Škodas cars are ideally suited to the Irish market – our demographic, our climate and our roads. Škoda Legends takes this thought further, with a unique and original creative idea that is unmistakably Irish and one that links the features of the Škoda range with Irish myths and legends.
So, one execution shows how suitable the Škoda is for families with a scene that shows the mythical Children of Lir. Another shows Cú Chulainn with Irish Wolfhounds – the car that can take any pets, while the Salmon of Knowledge links to the car to smart drivers.
In each image, a Škoda car is seamlessly introduced into an ancient Irish setting, creating a visual mix of ancient and modern that is striking and distinctive. Tonally, the work has a confidence that we associate with well-established automotive brands. It’s no accident that the cars are shown in rugged, off-road locations. This image of a durable and versatile marque is a hallmark of the Škoda brand and is especially relevant to Irish drivers.
The work was created by the multiple award-winning Boys + Girls advertising agency in Dublin, by creative team Rebecca McNally, Georgia Murphy and creative director Laurence O’Byrne. The photography is by the renowned international photographer Alex Telfer and it was shot on location around Ireland.
The creative idea was central the unique media space, handled by PHD Media Ireland. The work appears over a 6-panel takeover at the Sky Bridge in Terminal 1 in Dublin Airport, for a 6-month period where 6 million people will pass through.
For overseas visitors, the campaign presents Škoda as a car with deep roots in the Irish market. For an Irish audience, it uses a wry, humorous take on Irish traditions that welcomes them home and puts Škoda front-of-mind so that they will consider it the next time they change car.
Creative Agency: Boys +Girls
Copywriter: Georgia Murphy
Art Director: Rebecca McNally
Executive Creative Director: Rory Hamilton
Senior Account Manager: Sorcha Brady
Planning Director: Margaret Gilsenan
Photographer: Alex Telfer
Agency Production: Keeva Bolger