Energia were the new sponsors of Seachtain na Gaeilge. They wanted to be “down-with-the-kids” and asked us to create a phrase of the day radio campaign to run over two weeks, consisting of 14 ads with cool, hip and young phrases.
Our solution was to give them just that. We decided to own it, and try and be down-with-the-kids in a funny and knowing way. We created a character who sounded like a conservative GAA coach, from rural Ireland, in the 1970s. Reading out and translating 14 different phrases like, “YOLO” and “Keeping it Lit”, he gave his conclusion of what the hell he thought the phrases meant.