Our work
eightytwenty Garth Brooks

The Brief

By July 2014, the whole country was sick of Garth Brooks. He had recently cancelled his shows, and the Irish public and media loved talking about it, but people hated seeing it at the same time. Our social newsfeeds were full of mentions and references of him and his Croke Park concerts. Agency staff was sick of him, so we decided to do something about it.

Our objectives were simple, create something that provided the nation with some respite from “him” and also promote the agency.

The Work

We created “Garth Blocks”, a plugin which removed mentions of his majesty from social newsfeeds and elsewhere on the internet.  We needed to move fast, however, as there was a zeitgeist of hatred appearing for the social noise around the cancelled concerts. As time was short, we needed to act in real time from a concept, development and seeding perspective, and we turned it all around within 24 hours. (Sometimes real time needs a bit more time to execute when development is involved!).

The plugin got widespread coverage in Irish media. In 24 hours, the “campaign” received over €100K worth of media value, nearly 5000 social engagements and was featured over 40 times on national websites, radio stations and blogs including The Journal, Broadsheet, Silicon Republic, the Irish Times, and the Irish Examiner, amongst others, and featured on radio stations such as Newstalk, Today FM, Spin 103.8 and 98FM. The plugin was also nominated for a Kinsale Shark.

eightytwenty Garth Brooks

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