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Digi Nomad, Turner's Cross, Cork (2025)

02/11/2025

Okay, I love Columbia Sportswear’s new “Engineered for Whatever” campaign. Finally, an outdoor brand that doesn’t whisper about “connecting with nature”… it dropkicks the tent flap open and belly flops straight into the mud.

The ad gets it: the outdoors isn’t some peaceful postcard with perfect lighting and an acoustic soundtrack. It’s chaos. It’s Mother Nature waking up and choosing violence, hail, mudslides, sideways rain, and that one mosquito with a personal vendetta.

And Columbia just laughs. Their gear isn’t meditating on a mountaintop, it’s armoured up and ready for whatever unholy weather tantrum comes next. The insight that nature is out to kick your ass is so true, and the way they lean into it with humour is genius.

“This jacket is a climate denier”? Absolute chef’s kiss. Bold, funny, and perfectly self-aware. No fake serenity, no over-filtered mountain vibes, just real, messy, badass adventure.

It’s practical, it’s hilarious, and it’s the kind of unapologetic energy the outdoor world has been begging for. It’s a glorious mud-splattered masterpiece.

24/09/2025

“Our House” Just Broke My Heart – And It Should Break Yours Too 💔

Shelter’s devastating new campaign takes the Madness’ joyful “Our House”, a song that soundtracked countless childhoods, and turned it into one of the most powerful housing crisis statement ever.

The concept is haunting: Same beloved lyrics, but now they play over footage of families crammed into moldy B&Bs, children sleeping on floors, parents choosing between heating and eating.

“Our house, in the middle of our street” suddenly sounds like a cruel joke when your “house” is a single room shared by four people.
The reality this campaign exposes is brutal:

• Ireland: 15,915 people homeless (June 2025) – highest ever recorded
• That’s 4,958 children without a proper home
• Numbers jumped 12.4% in just one year

Behind these figures? A 7-year-old girl who hasn’t had her own bed in months. A working father living in his car because rent consumes his entire salary. A mother watching mold spread across walls while her toddler develops another chest infection.

Shelter’s genius lies in weaponising nostalgia. They’ve taken our collective comfort song and made it impossible to hear without thinking of those 15,915 people. It’s advertising as activism, and it’s working.
This isn’t just a UK problem. Ireland’s emergency accommodation numbers have increased by 1,537 people since February 2024. We’re moving in the wrong direction while families suffer in silence.

The campaign forces a question we can’t ignore: In 2025, how do we still have children growing up in emergency accommodation in some of Europe’s wealthiest nations?

Every time you hear “Our House” now, remember: For thousands of families, that house exists only in memory or dreams.

Time to turn our discomfort into action. Support housing charities, demand political accountability, refuse to normalise this crisis.

30/08/2025

Comfort Is Power: The Fight for Fair Sportswear in Girls’ Sport

Sports attire might seem like a small detail, but for many girls it can be the difference between staying in sport or walking away.

That’s why ASICS’s new “Undropped Kit” is so powerful. Co-designed with teenage girls, it tackles the issues that often push them out of PE, concerns about body shape, sweat marks, and period leaks. Research shows nearly three-quarters of UK girls aged 14–16 would be more likely to take part in PE if their kit was designed with their needs in mind. By making comfort and inclusivity central, ASICS reframes sportswear as something that enables, rather than excludes.

This matters because girls’ attire has long been a flashpoint. In Wexford earlier last week, a GAA club told teenage girls to “be wary of the size of their shorts” because male coaches felt uncomfortable. Parents condemned the advice as unfair and inappropriate, and the club later apologised.

At national level, the debate around camogie skorts became impossible to ignore. Players protested by wearing shorts, only to be told to change or risk match cancellation. Surveys showed 70% found skorts uncomfortable, and 83% wanted shorts as an option. After mounting pressure, the Camogie Association finally voted in May 2025 to give players the choice, an overdue acknowledgement of their voices.

Taken together, these examples show a clear truth: when girls feel comfortable in what they wear, they are more likely to play, to stay, and to thrive. The ASICS “Undropped Kit” shows what happens when you listen and design with girls at the centre. The Irish controversies reveal the cost of ignoring them.

If sport is to empower, it has to start with something as simple, and essential, as letting girls wear what makes them feel able to play.

21/08/2025

Tesco’s new back-to-school campaign proves that sometimes the simplest ideas are the most powerful. Created by BBH London, the ad takes something as practical as adjustable hems in school uniforms and transforms it into a touching metaphor for growth, change, and all the little milestones that come with a new school year.

Rather than relying on big, dramatic storytelling, the campaign is beautifully understated. A hem being let down becomes a symbol of those moments every family knows so well, the first day nerves, the proud smiles, the bittersweet excitement of seeing a child grow into their next chapter. By focusing on something so ordinary, manages to capture something truly universal and deeply emotional.

21/08/2025

’s new back-to-school campaign proves that sometimes the simplest ideas are the most powerful. Created by BBH London, the ad takes something as practical as adjustable hems in school uniforms and transforms it into a touching metaphor for growth, change, and all the little milestones that come with a new school year.

Rather than relying on big, dramatic storytelling, the campaign is beautifully understated. A hem being let down becomes a symbol of those moments every family knows so well, the first day nerves, the proud smiles, the bittersweet excitement of seeing a child grow into their next chapter. By focusing on something so ordinary, manages to capture something truly universal and deeply emotional.

13/08/2025

Don’t Wait for Happiness to Happen to You

I must admit: I’m not much of a lottery fan. The idea of buying a ticket isn’t exactly my cup of tea. Yet, when I came across the Dutch Lottery’s 2022 New Year’s Eve campaign, “Don’t wait for happiness to happen to you,” I was deeply touched. It’s a beautiful reminder that happiness isn’t something to wait for, it’s something we make.

In the ad, a son surprises his father by revisiting one of their most cherished memories: a magical journey back to Lapland to ride huskies amid snowy landscapes. They have that “trip of a lifetime” experience all over again, just like old times. The bond between them is palpable, father and son, eyes shining, immersed in togetherness. And then comes the surprise that steals the scene, not with money, but with love and connection.

The campaign’s closing line: “Don’t wait for happiness to happen to you”, is more than a tagline. It’s a charge to seize the moment, to create moments worth remembering. The music, composed by Jorrit Kleijnen and Jacqueline Govaert (Krezip’s lead singer), adds another layer of emotion and warmth.

I may never buy a lottery ticket, but this campaign struck a chord that goes beyond any prize. It’s not about winning €30 million; it’s about treasuring what’s already precious, love, time, memory, togetherness. Four of Staatsloterij’s last five year-end commercials have earned the public’s coveted Gold Loeki award, proof that this kind of storytelling resonates deeply.

In a world that often tells us happiness depends on luck, this campaign gently flips the script. It says: happiness isn’t a future event tied to chance, it’s already in our hands, in every embrace, every snowy adventure, every shared smile.

02/08/2025

☀️ Boots’ “Get Out There” Ad… But Make It Irish Summer 2025

Back in 2006, Boots UK dropped what can only be described as a cinematic masterpiece: “Summer Rush”, or as I like to call it - “The Great British Panic at First Light.”

In just a minute and a half, people abandon jobs, dignity, and trousers the moment a sunbeam hits a window. Office workers fling off shirts, toddlers sprint like Olympians, and the soundtrack goes full Zorba the Greek, because nothing says “light SPF chaos” like a Greek folk rave.
Then: a single cloud appears, and BAM, everyone’s back inside, probably drinking tea and doubting the very concept of joy.

It was madness, it was accurate, it was everything we wish we could experience in Ireland this year.

🇮🇪 But Hold On… It’s August, Ireland. Did We Even Get a Summer?

Let’s recap:
• June 2025 was warm-ish (Roscommon hit 29.6°C once, yes, once) but also had 117% of normal rainfall.
• July 2025 briefly flirted with 31.8°C… for one day… before getting absolutely slapped with thunder, hail, and “widespread unsettled conditions”.
• We’re now back in the “bring-a-jumper-and-a-panic-brolly” stage of Irish life.
So no, Boots’ campaign doesn’t quite hit the same when our summer has shown up like a flaky Tinder date: briefly exciting, mostly wet, and emotionally confusing.

If That Ad Was Set in Ireland This Year…

A guy in Galway hears the weather hit 20°C. He unbuttons one (1) shirt button.

A Dublin woman hesitates by the window, suncream in one hand, waterproof poncho in the other.

A toddler runs toward the sea, only to be blown sideways by a rogue Atlantic gust.

And just as someone mutters “sure it’s fierce mild today,” the clouds regroup like they’re holding a grudge.

Boots: “Get Out There (but maybe bring a coat too, just in case).”

23/07/2025

“Human and You Know It”: A Jingle with Purpose

World - the identity and financial network co-founded by Sam Altman and Alex Blania, has launched its U.S. debut ad campaign, “Human and You Know It.” It reboots the classic nursery rhyme “If You’re Happy and You Know It” into a bright, catchy anthem that asks: If you’re human and you know it, show it!

The one-minute spot playfully jumps through epochs, cavemen discovering fire, Renaissance masters at work, early aviators, all joyfully clapping and singing: “If you’re human and you know it, your face will surely show it.” That uplifting chorus crescendos around the “Orb,” the volleyball-sized biometric device designed to verify you’re a real person, without compromising your privacy.

In the AI era, the challenge isn’t just about cool tech, it’s about trust. World’s campaign translates the complexity of eye-scans, biometric encryption, and identity protocols into human emotion, using warmth, humour, and a familiar tune. The message is clear: being real matters, and there’s power in that.

To mark its U.S. launch on May 1, 2025, World opened physical “World Spaces” in six innovation hubs, Austin, Nashville, San Francisco, Los Angeles, Miami, and Atlanta, where people can walk in, scan their iris with the Orb, and receive a World ID in person.

They’ve also embedded human-proofing into beloved online platforms:
• Razer ID, to ensure fair, bot-free gaming.
• Match Group apps, as a step to increase safety and trust in digital dating.

In a time when bots, AI avatars, and deepfakes proliferate online, World’s “Human and You Know It” campaign is a smart cultural move. It taps nostalgia, sincerity, and communal spirit to say: if you’re human, wear it with pride, and verify it, too. This isn’t hype, it’s a rallying cry for authenticity online.

20/07/2025

I absolutely love Pure Leaf’s “Take a Break From Your Phone” campaign, a vending machine that in exchange for having you lock your phone away for 10 minutes, offers a refreshing free iced tea. It’s delightfully counter-cultural in our hyper‑connected world.

Imagine stumbling on it in the city, you’re rushing by, spot the machine, maybe shrug and hand over your phone. What would you feel in those first minutes? Would you really relax, breathe in the sweet simplicity of sipping iced tea without notifications pinging every second? Or would the silence rattle you, the absence of your device creating a creeping sense of panic?

That tension is precisely the friction Pure Leaf taps into, and it works. Social media lit up with stories of unexpected calm and moments seized, and the campaign’s video garnered 11 million views in just days.

Think about it: we’re constantly giving out to our kids for being glued to their screens, but aren’t we just as bad? We adults are always saying “screens off during dinner” or “kids, enjoy real life,” yet many of us panic without our phones. This machine flips the script. It’s a fun, tangible experience that forces even adults to face how tethered we really are to our devices.

Would you relax and maybe even chat with a stranger, or would you start feeling jittery, reaching for your pocket, fingers twitching for non-existent notifications?

Either way, that’s the point: it’s a wake‑up call. A viral way to show how little it takes to reconnect, with ourselves, with the world. That 10-minute break? It’s more impactful than most digital giveaways or flashy ads.

So yes, I really love this campaign, it’s clever, necessary, and just plain refreshing. Now tell me, have you ever been without your phone for 10 solid minutes, and how did that feel?

15/07/2025

🎯 𝗬𝗼𝘂𝗧𝘂𝗯𝗲 𝗠𝗼𝗻𝗲𝘁𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝗥𝘂𝗹𝗲𝘀: 𝗪𝗵𝗮𝘁’𝘀 𝗖𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝗼𝗻 𝗝𝘂𝗹𝘆 𝟭𝟱, 𝟮𝟬𝟮𝟱

YouTube is updating its YouTube Partner Program (YPP) eligibility rules to more explicitly define and exclude “inauthentic,” mass‑produced, or repetitive content. The move emphasises originality, authenticity, and genuine human involvement in videos.

Original and authentic content has always been required, but now YouTube will more clearly and actively identify content that fails to add real value or creativity.

The update enables stricter enforcement, including the use of AI and manual reviews to detect channels relying on low-effort, automated, or recycled content formats.

𝗦𝘁𝗮𝗿𝘁𝗶𝗻𝗴 𝗝𝘂𝗹𝘆 𝟭𝟱, 𝘁𝗵𝗲𝘀𝗲 𝗰𝗮𝘁𝗲𝗴𝗼𝗿𝗶𝗲𝘀 𝘄𝗶𝗹𝗹 𝗯𝗲 𝗶𝗻𝗲𝗹𝗶𝗴𝗶𝗯𝗹𝗲 𝗳𝗼𝗿 𝗺𝗼𝗻𝗲𝘁𝗶𝘀𝗮𝘁𝗶𝗼𝗻:

1. AI-generated voices or auto‑narration without real human commentary, videos narrated solely by synthetic voices are targeted.
2. Reused or minimally transformed third-party material, slideshow-style content or reused clips with little added context or analysis.
3. Repetitive, templated, or mass-produced formats, especially Shorts with identical layouts or minimal variation between videos.
4. Low-effort compilations without added value, uploading clips without meaningful editing, commentary, or transformation.

Channels relying on these approaches risk losing monetisation privileges, and in serious cases may be dropped from YPP entirely.

𝙒𝙝𝙖𝙩 𝙎𝙩𝙖𝙮𝙨 𝙩𝙝𝙚 𝙎𝙖𝙢𝙚

The core thresholds to join YPP remain:
1,000 subscribers, plus either 4,000 valid public watch hours in the past 12 months, or 10 million valid Shorts views in the last 90 days.

YouTube maintains that existing formats like reaction videos and cinematic clips remain eligible, so long as they include substantive commentary and are transformative, not simply present content without added human insight.

𝙏𝙤 𝙘𝙤𝙢𝙥𝙡𝙮 𝙬𝙞𝙩𝙝 𝙩𝙝𝙚 𝙪𝙥𝙙𝙖𝙩𝙚𝙙 𝙧𝙪𝙡𝙚𝙨 𝙖𝙣𝙙 𝙧𝙚𝙢𝙖𝙞𝙣 𝙢𝙤𝙣𝙚𝙩𝙞𝙨𝙖𝙩𝙞𝙤𝙣-𝙚𝙡𝙞𝙜𝙞𝙗𝙡𝙚:

1. Use your real, human voice, avoid relying solely on synthetic or auto-generated narration.
2. Produce original and unique content, ensure you’re not just copying or reusing third-party clips without transformation.
3. Add value through commentary, education, or thoughtful editing, make sure every video clearly reflects your perspective or expertise.
4. Avoid formulaic repetition or content farming, vary formats, themes, and styles to prove true creativity.

14/07/2025

🌀 “Buffering Faces”

There’s something deeply unsettling about watching a face freeze mid-smile, caught behind that familiar spinning wheel we all associate with buffering. It’s a momentary glitch we usually find annoying. But in the Alzheimerfonden’s latest campaign, this digital hiccup becomes a powerful metaphor for something far more heartbreaking: the experience of memory loss.

Titled “Buffering Faces,” the campaign takes what we know from our screens and translates it into a human story. Family portraits appear on digital billboards and screens, only, the faces don’t quite load; they glitch, they blur, they pause. That endless spinning icon replaces expressions of joy, familiarity, and connection. It’s not just eerie, it’s emotionally disarming.

’s disease doesn’t erase someone all at once. It gradually distorts, delays, and fragments the very moments that make us who we are. And with over 160,000 people currently living with dementia in Sweden alone, a number expected to double by 2050, this campaign asks people to pause and feel just a sliver of that disruption. Globally, the impact is even more staggering: in 2025, over 55 million people worldwide are living with dementia, according to the World Health Organization. It’s a silent epidemic, growing rapidly and yet still misunderstood by many.

What makes Buffering Faces so impactful is its restraint. There’s no graphic footage, no tragic music swell, just a universal digital experience used to evoke empathy. As Alzheimerfonden’s Secretary General Liselotte Jansson said, the campaign is about helping people understand that Alzheimer’s doesn’t just affect the individual, it shatters entire families.

The campaign has rolled out nationally across TV, social media, and digital out-of-home spaces, with support from partners like Ocean Outdoor and Sweden’s TV4 network, which has also aired documentaries on the subject. It’s already stirring conversation, not through sensationalism, but through quiet, devastating relatability.

In a world constantly streaming, sharing, and scrolling, this campaign asks us to stop, to witness, to feel, and above all, to remember those who can’t.

10/07/2025

💬 “It’s not the photo that ruins someone’s life. It’s the forwarding.”

That’s the central, and crucial, message behind A Piece of Me, a campaign by KPN and Dentsu Creative Amsterdam that addresses one of the most pressing issues facing young people today: the non-consensual sharing of intimate images.

We often hear about sexting in a way that places blame on the person who sent the photo. But this campaign flips that narrative. It asks us to consider who really holds the power: the person who forwards it.

Told through a hauntingly beautiful song by Dutch artist MEAU and a short film that follows two teenagers, A Piece of Me puts the emotional and psychological impact of online shaming at the forefront. It doesn’t preach or scare, it humanises. And it opens the door for honest conversations among teens, parents, and educators about consent, digital behaviour, and personal responsibility.

This isn’t just a story about sexting, it’s about how everyday actions online can have lasting, devastating effects offline. It’s a call to rethink how we respond, support, and speak up.

This kind of storytelling isn’t just effective, it’s necessary.

Digi Nomad

02/11/2025

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30/08/2025

21/08/2025

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13/08/2025

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