Energia were the new sponsors of Seachtain na Gaeilge. They wanted to be down with the kids, so asked us to create a phrase of the day radio campaign - consisting of 14 ads with cool, hip, young phrases.
Give them just that. We decided to completely own it, and try be down with the kids in a knowing way. We created a character who sounded like a conservative GAA coach, from rural Ireland, in the 1970s. Reading out and translating phrases like “YOLO” and “Keeping it lit” he also gave his conclusion of what the hell he thought these phrases meant.