Bonfire and Ardmore have launched an Irish language campaign for Symbol CARE Fertility, celebrating Irish names. The campaign will run on television and out-of-home media.
Bonfire is handling the creative, while Ardmore is managing the media strategy and buying. The television advert features a rendition of the traditional Irish lullaby ‘Mo Ghile Mear’ sung by Emmer Dunne and accompanied by Tom Conroy.
Ann M. Cullen, head of marketing at Symbol CARE Fertility, said the team captured the balance between advanced science and personalized care beautifully. Creating an Irish-language version gave them a chance to celebrate their native language alongside beautiful baby names.
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This campaign is one of the first joint undertakings by the partnership since Ardmore Group invested in Bonfire in June. The investment is funding an ambitious growth plan, including new senior hires and expanding the office footprint.
Joanne McKendry, media director at Ardmore, said their analysis of Irish-language proficiency data revealed a strong concentration of Irish speakers near Symbol CARE Fertility’s Dublin clinic.
Nicola Wielopolski, creative director at Bonfire, said the campaign is about beautiful Irish names and the personal stories behind them. Using the Irish language felt like a natural way to tell those stories and create something genuinely different.
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