There isn’t one answer. So The Public House and ‘EPIC The Irish Emigration Museum’ wrote hundreds.
The new ‘Irish is…’ campaign rolling out across OOH, print and radio in Ireland is one of those rare pieces of work that reminds you what copywriting is actually for.
Not six words on the back of a bus. An ode to emigration.
Some headlines are joyful. Some are laced with grief. Some are outrageous or deliberately baffling. Together they build something bigger – a portrait of identity, displacement, global influence and history that apparently had people emotional before the radio script even went into production.
This is what happens when a brief gets answered honestly instead of efficiently.
No formula. No safe middle ground. Just a genuine attempt to capture something true about a culture that has always been hard to pin down – because it exists just as much outside Ireland as inside it.
The work comes from The Public House, the Dublin independent agency whose whole philosophy sits on the idea that ‘Boring Doesn’t Sell’. Looking at this campaign, it’s hard to argue.
The craft is obvious. But more than that, the intent is obvious.
Worth finding. Worth reading properly. Every single line. 🍀
But they didn’t cut it short 🤣
