KEITH LAWLER

Who We Are Is How We Play. This line is now written on the dressing room wall by Irish rugby head coach Joe Schmidt before each Irish match. This film was made to show that the Irish players are no different to the rest of us, young kids with dreams, determination and a strong work ethic. This was the most awarded campaign at ICAD 2018.

Role: Creative Director

This campaign was recognised as the "best Christmas ad of the year" as stated by The Stable Australia in 2022.

Role: Creative Director

In 2019 JWT Folk launched An Post’s new brand platform, For Your World with a mission to service everyone in Ireland, leave no one behind. So saying it wasn’t enough, we had to “do” too. This is the first of many initiatives that address the people of Ireland, in this case the sadly growing homeless community.

When you lose your home, you also lose your address. This can make it almost impossible to get back on your feet as you are now in a cycle, without an address you can’t apply for health or social services, you can’t connect with loved ones, you can’t sign up for housing, utilities, you can’t even vote.

Partnered with our client An Post, we created Address Point. Now anyone has the ability to create a digital proxy address that appears like any other address. This allows people to access all the services and basic human rights that they deserve. To date 10% of Ireland’s homeless community have used the service to create an address for themselves.

We were proud to have picked up a Bronze Lion at Cannes in the Sustainable Development Goals category.

Role: Creative Director

Firstage is the world’s first live augmented reality platform. Created to give artists a stage to play on that can attract an infinite audience, anywhere in the world, live.

We worked with multiple global brands and top artists to create a unique platform, the first of its kind in the world.

Role: Founder & Creative Director

Even me? TV ad featuring players, coaches, fans and Bosco! In the lead up to Ireland’s rugby world cup campaign 2019 we created a call to arms for the nation to get together and get behind the Irish. Whoever you are, wherever you are, Everyone In.

Role: Creative Director

The brief - Promote meat thermometers! You’re joking, meat thermometers?! So we made a weird ad that featured one. A welcome guest at any barbecue.

Bord Gáis Christmas ad, based on an insight where I invited my friend to join us for Christmas because he was going to be alone and working.

Role: Creative Director

Many mobile users have more data than they can use each month and take for granted just how valuable unused data can be. With our partners at An Post, we developed The Shared Network – the first mobile initiative created specifically to connect Ireland’s homeless community with unused data. The service empowers the people of Ireland to donate data they don’t use to those who need it most and help Ireland’s homeless community get back on their feet.

Role: Creative Director

I play guitar in SWEETS.
I also oversee the bands Creative Direction from music videos, branding, social media and album art.

Role:
Guitar
Creative Director

Here is a selection of brand platforms and campaign lines that I have created over the years for multiple global brands.

Look, there’s a load of people involved in this one. It was a mad phenomenon that happened one night when I saw my good friend Ivor’s new profile picture online and proceeded to photoshop him into a fake Werner Herzog movie poster. Lot’s of scenarios followed. Eric, Ruairi, Shane and Lucia were all heavily involved. It’s in here because it shows the power of an idea and not taking things too seriously.

It became the 2nd biggest meme in the world in 2015, making it on to Perez Hilton, Mashable, Daily Mail, Joe, ITV and someone even made #ivoriscoming tee shirts! Still available.

See them all here:

Read about it here:

Role: Messer

TV ad created to promote An Post’s support of Adult Literacy

Role: Creative Director

On holiday in the west of Ireland when I was a child my mother would say, “if you look really really really hard at the sea you will be able to see America”. It stuck with me.

Role: Senior Creative

A new brand platform and a shiny new ad to help launch it, loads more exciting work coming from this brand. An Irish institution with huge potential.

Role: Creative Director

For many athletes, reaching the Olympics is the pinnacle of their sporting achievments, however this is getting harder. Lack of funding means that athletes need to support themselves, often driving long distances to attend training facilities. As sponsors of the Irish Olympic team, Circle K are Here for Ireland.

To bring this platform to life we created The Local Currency to help support our local athletes on their road to the Olympics. By shopping at Circle K, you are generating a currency that can only be spent by the Olympic team, allowing the people of Ireland to fund their local athletes.

An Post is one of Ireland’s most loved and trusted brands. They have had the same branding for nearly 100 years and with a refresh in what they offer they wanted a refresh in their brand too. This re-launched An Post for 2019 along with a new brand positioning ”For Your World” , which I wrote one morning on a piece of kitchen paper.

Role: Creative Director.

While based in Dubai my creative partner and I decided we would get our work in the hands of the people that counted. We created a persona, The Mules, South-American Idea mules who could get the good stuff through for you. Having trouble getting an idea through, hire us.

We packaged up examples of our work into something akin to drug pouches and snuck into agencies after hours, placing the packages on people desks. We would follow up with ransom notes and make people meet us in abandoned warehouses. We wore balaclavas in interviews, we got a lot of work.

www.themules.net

Viva la Mule.

Role: Creative Director

The Brief: Do a cut down of last years Christmas ad.

Response: Fuck that, we can do something better. With limited budget we set about getting the right people in place to make 3 surprise messages that went out on TV at Christmas. These are real people, their families didn’t know about it and these films generated An Post’s highest stamp sales at Christmas in 10 years.

Role: Head of Art

Designed and positioned Dubai’s Crown Prince Hamdan’s extreme sports brand X-Dubai. Provided their platform “Defy Everything” and also created projects including the X-Line, the world's longest urban zipline.

Role: Associate Creative Director

Drummer in Giveamanakick. 9 years, 3 albums, countless gigs all over the world. Festivals, tours with the likes of Dinosaur Jr, Deftones, Yeah Yeah Yeahs, The Undertones, Melt Banana, Fugazi, Rocket From The Crypt and squillions more.

http://outonalimbrecords.com/artists/giveamanakick/

This was my first advertising campaign. I did it as an intern at TBWA Dublin and got hired off the back of it. It won some nice awards too.

IMC European Integrated Marketing awards_Gold for Best Concept 2010

APMC awards_Grand Prix

APMC awards_Best experiential campaign under 30k_ Gold

APMC awards_Best experiential campaign under 30k_ Best in Category

APMC awards_Best overall creative_ Silver

A store that sells sustainable should also advertise sustainable. This is a recycled billboard for The Change Initiative, Dubai's first sustainable store. Instead of using vinyl to create this billboard we repurposed old wood from unused billboards.

This truly is the most sustainable billboard in the world, they booked the spot for 1 year but every time the vinyl is changed they get 1 week of free media as it’s still up there.

Update: The store is now closed but the billboard is still there. 6 YEARS LATER!!

Dubai is a city obsessed with speed. There is also a huge culture revolved around fitness and running. We decided to take the idea of the ‘speed camera’ used to fine people moving too quickly and turn it on it’s head. By erecting ‘good speed cameras’ in areas of high running footfall we would catch people and reward them if they are running over a certain speed.

A purpose built app or ‘running license’ gives the runner a way of tracking their speed, they can also find out the location of the Department of Speed cameras and find out what rewards they can earn buy boosting their speed. Auto posting to their social networks was a great way to challenge friends to beat their speeds and encourage other runners to sign up.

This was a good laugh, making a tonne of crazy videos for Sharp. This fella bought a new maahhhosssive Sharp TV and never wanted to outside again, so why would he need any of his outdoor stuff ever again? Well that's what we told everyone... Have a looksee, the campaign in all lasted 10 days and had everyone talking and doing mad things to get free stuff.

We started by seeding it out that all this guys outdoor stuff was going for free.

Then, a huge crowd arrived and took his stuff.

Later he came back online to tell people there was more things hidden around the city.

The frenzy continued until someone worked out the hints we had planted and won their very own gigantic Sharp TV!

For 10 days everyone was talking about Big Ali Quinn and how much he loves his new Sharp TV.