Ireland’s first-ever dating show as Gaeilge, acclaimed as a fresh take on the Gaeltacht, premiered on Virgin Media on September 25th, with Mr. Green as its main sponsor. In an effort to capture the target audience’s interest, Posterplan and Wavemaker, successfully rebranded Stephen’s Green into “Mr Green’s Green”.
A spectacular takeover that transcended traditional OOH boundaries. This transformation featured various Luas-related elements, such as a unique Luas Column installation featuring Mr. Green’s iconic hat perched atop, a partial tram wrap adorned with Mr. Green branding, and some guerrilla activations that posed as signage. Additionally, light projections showcased the man himself on the Stephens Green arch, and the Stephens Green shopping centre underwent a stunning transformation as it embraced the “Green” theme.