In order to drive awareness and viewership to TG4’s channels we needed to challenge the assumptions around the brand; to remove the perceptions and emphasise the reality.
To achieve this we needed to create a campaign that would wake audiences up to the truth; that TG4 is a multimedia brand that doesn’t sit in the shadows and that isn’t afraid to do things differently.
Taking Súil Eile, the existing TG4 creative platform as our startpoint – we created ‘Eyes Wide’.
TG4 was already associated with the eye – the Súil Eile. Over the years, it has become synonymous with offering a different view and another perspective. With this campaign we wanted to showcase the benefit of this different view for the audience in a compelling way. For them, the wider eye means more to experience, delivering on their need for a broader, more diverse and inclusive view. The wider eye also describes viscerally how the audience reacts to what they see on TG4 – eyes wide with wonder, with excitement, with surprise and delight.
What we did
‘Eyes Wide’ is an epic journey through a physical space that represents TG4. With confidence and verve, using a combination of music, voiceover and incredible visuals, we showed the scale and breadth of the channel; its unique, wide-ranging, and open perspective; and the range and quality of its content. All the while challenging perceptions, and creating new associations.
Our campaign was designed to be a spectacle, a setting out of stall, and a showcase for the brand, giving audiences, new, and existing the opportunity to experience TG4 in a different way – as the first, the fastest, and the smartest.
The campaign was shown across TV, cinema, national press, outdoor, radio and digital.