The Campaign
Cairn Homes plc is an Irish home and community builder that aims to leave a lasting, positive legacy with every development they build.
After 8 years in business, they approached us to help create a unified brand positioning and bring it to market with a broad awareness campaign. The job was to articulate what Cairn stands for and effectively communicate the work the organisation does to build towards a positive future for communities around Ireland.
This was a beautiful example of creative by way of discovery. Through research, we discovered a huge amount of potential territory to explore. Our role was to bring that goodness to the surface, communicating all of the brilliant work they’re doing and establish a far-reaching platform to set them up for the future.
Enter Built For Good. A simple, powerful expression that encapsulates the ambition and determination of Cairn to do good for Ireland, now and into the future.
A seismic move across a large organisation required consultation from key stakeholders. Once landing on the proposition, we tested the waters around Built For Good internally with an internal stakeholder roadshow to prove it out with all the major heads of department, while also building out a new corporate brand identity and brand launch campaign in tandem.
Our brand campaign launched in March 2023 with a 60” spot going live at halftime in the Ireland v England Six Nations Grand Slam game – as well as a suite of OOH, print, digital, social and a host of internal collateral.
This ignition point has set Cairn up as a different force for change in the market, positioned as a powerful & positive operator helping to build sustainable communities in Ireland where people can thrive for years to come.
