Cruinniú na nÓg 2019

Creative Ireland

Marking a day of
making for kids

A First for Ireland 

Ireland is the first, and only, country in the world to have a national day of free creativity, called Cruinniú na nÓg, for children and young people under 18.

Each summer, in partnership with the 31 Local Authorities and supported by RTÉ, thousands of parents, families and young people take part in a wide range of fun, free, creative activities, from graffiti art workshops and stop-motion animation to robot-making and shield-making classes.

bigO was tasked with shining a spotlight on this national day of youthful creativity. Alongside our creative partners Creative Director Eoghan Nolan and Zero-G, we devised an integrated campaign that really packed a punch.

Our content saw 1,350,708 completed video views across our website and social channels - an increase of over 600% on the previous year

The Impact 

The campaign was a massive success. In 2018, there were 500 events registered on the website. In 2019, that number had grown to 780 – an increase of 56%. In total, our content saw 1,350,708 completed video views across our website and social channels – an increase of over 600% on our views of 231,601 in 2018. There were also more than 537,000 views of our content on RTÉ, Facebook and Twitter (140,000 organic). On the day itself, #CruinniúnNaÓg trended on Twitter and audience participation was up with an increase of 10%

Cruinniú na nÓg, as well as a number of other Creative Ireland initiatives, also contributed to the programme being shortlisted as one of Europe’s most innovative citizenship projects at the prestigious European Innovation in Politics Awards in Berlin.

If You Can’t See It, You Can’t Be It

Taking the idea that if you can’t see it, you can’t be it, we utilised a tiny budget and amplified this message by placing young people and recognisable Creative Heroes together in a series of social outputs, TV ads, social posts, articles, Instagram takeovers and photography. Throughout the campaign, we asked children and young people to unleash their inner creative as established Creative Heroes engaged these younger upstarts in a variety of creative disciplines. 

 

In this TV and social spot, musician and Creative Hero Caoimhín Ó Raghallaigh knew just who to ask when he needed some symphonic feedback. 

We paired acclaimed filmmaker and Creative Hero Jim Sheridan with Creative Ambassador Ben. Things got interesting when Ben decided to give Jim a little direction in these TV and social spots. 

Partnering with Zero-G and illustrator Cathal Duane, we made a series of playful animated display ads. 

For the Cruinniú na nÓg website, we wrote 15 articles with titles such as What’s on in Leinster and 12 Unmissable Events, covering subjects as diverse from one other as slam poetry in Ireland and illustration, and profiled creatives like Dylan Coburn Gray, Natalya O’Flaherty and Cathal Duane.

ABC of Creativity

We also showcased the range of creative activities available throughout the day with video hero content like the ABC of Creativity.

A series of stylin’ social posts were shot and posted, like this piece featuring fashion designer Helen Steele. 

As well as targeted Snapchat content.

The Kids are Alright… 

Engaging three young Creative Ambassadors – 14-year-old creative coder Adam, 13-year-old would-be director Ben, and 15-year-old bookworm Sarah – we created vibrant video content and Instagram takeovers. 

On the Day 

Throughout the day, the team at bigO were on hand to live tweet and capture video and images, which were then posted on social. This helped #CruinniúnNaÓg trend on Twitter all day. The video content that was captured was pulled into an edit and released that evening as a thank you to everyone who participated. 

Sector:

Advertising | Campaign Strategy | Content Management | Copywriting | Creative | Design | Digital Strategy | Media Strategy | Photography | Social Media Management | Video |