To coincide with the launch of a new national branding site Ireland.ie in March 2017, the This is Ireland video explored the narrative of a land that’s not only the Republic of Ireland but the Republic of Creativity too. Directed by the multi award-winning Ruán Magan, the video features a host of contributions from creative dynamos such as director Lenny Abrahamson, chef Ruairí de Blacam, the then-Laureate for Irish Fiction Anne Enright, surfer Easkey Britton, artist Clare Langan, poet Nuala Ní Dhomhnaill, musician Caoimhín Ó Raghallaigh and playwright Enda Walsh.
Through incredible footage, savvy sound bites and a poetic script, the video beautifully highlights Ireland’s prowess in the realms of culture, creativity, education, innovation and business. Curated archive footage that featured our gaelic games, defense forces, natural resources and creative highpoints was also included. Actor Niamh Skelly was cast to narrate the piece. An arresting script was written that captured the essence of our creativity and how it remains so central to our identity. With roaring waves and the beautiful Blasket Islands as a backdrop, Niamh delivers an epodic script that bookends insights from some of Ireland’s most innovative makers and creators. On its launch, the This is Ireland video reached more than 8 million social feeds across the world. Plus, An Taoiseach Enda Kenny presented the piece at Washington on St Patrick’s Day to an audience that included none other than the US President.