ALWAYS CHECK YOUR PASSPORTS.
No one wants to be the person who finds out at the airport that their passport has just expired. This insight formed the basis of our campaign for the Department of Foreign Affairs. With the objective of getting more people actively checking their passports before they travelled, we set out to encourage the public to use a highly efficient online passport renewal and application system.
The idea of being that person with an out-of-date passport somehow really evokes an emotional reaction. The creative taps into that emotion and offers a simple solution to avoid being that person: check your passport on time and renew online.
By dramatically depicting a series of situations, we delivered our message. From young men heading off on stag parties to families jetting off during school holidays, our ads were targeted at both the general public and some carefully selected cohorts. In both English and Irish, we ran activity across radio, press, digital and social media.
A highly successful and much-loved campaign, we like to think we’ve saved quite a few holidays with this one. And if you haven’t already, for goodness’ sake check your passport.
