Niall O’Brien Directs Latest Eir Campaign

In the Furlined director Niall O’Brien’s rhythmic film for Irish-based network eir, For All, viewers glimpse fleeting moments in myriad lives as the mundane transmutes into the magical.

The new campaign, created by TBWA, is the inaugural work following the agency’s appointment last October (as BBDO Dublin) and will run across the full customer experience from TV, social, OOH, radio through to digital and in store.

“This campaign celebrates our first public steps in a new direction for the brand and the business,” said Oisín Masterson, Director of Brand and Marketing at eir.

“Our core purpose has always been to connect for a better Ireland, and For All not only articulates that, it reflects the journey we have been on through our investment in infrastructure, systems and experience. It is proof of the bigger brand promise in action.”

From the rough-hewn terrain of The Burren and sea-lashed shores of Lahinch to the bustling streets of Dublin and beyond, the film weaves together a vibrant, lush, and inclusive tapestry of modern Ireland.

The production spanned three shoot days, features 42 onscreen talent and 30 extras, and included two drone units, a time-lapse photographer, and the casting of personal historic footage.

“In making this film we wanted to embody the purpose of For All not just in the campaign, but in how we made the campaign, too,” said Shane O’Brien, Executive Creative Director BBDO Dublin.

“We worked with Irish director Niall O’Brien to create a film featuring a diverse crew and cast from across the length and breadth of the country. But the film is only the start of the campaign. There is so much potential in ‘For All’ and we’re really excited to see where we can go next with eir.”

“Being away from Ireland for so long has given me an entirely renewed perspective on my own country,” said director Niall O’Brien. “This production has been an incredible experience. Spontaneous, collaborative, exhilarating, and all seen with a fresh lens which I’ve shared with the viewers of this film.”