2021 Sound Support FBD Insurance
When the Tokyo 2020 Olympics were delayed a year, FBD Insurance, as title sponsor of Team Ireland wanted to demonstrate support to Irish Olympians. So when we found out that foregin spectators wouldn’t be allowed in the stadiums, we came up with a unique way to give our athletes a competitive advantage.
Sound Support was an album of bespoke music tracks for 3 Irish athletes, created in secret. Each track was made in the athlete’s favourite music genre, at a tempo that would increase their working heart rates, featuring messages of support from their friends, family and coaching staff as lyrics, and using covertly recorded sounds from their workouts recording in press junket days to create the every sound in the songs.
It all begins with an idea.
Maybe you want to turn a hobby into something more. Maybe you want to launch a business.
Make it stand out.
Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world.
Some of the sound supporting cast: Colin Hart, Sam Caren, Richie Egan, Peter O’Brien, Christopher Lindhorst, Floss, Event Junkies, Dark Art of Light.
2023 What Does FBD Stand For? FBD Insurance
FBD Insurance has been a household name for over 60 years in Ireland, but when we asked customers in focus groups what those letters stood for, nobody knew. The question was so compelling, they Googled it immediately. Our creative construct was to get creative with wrong answers only, say that what FBD stands for is support, and leave it open ended to encourage web searches.
Role: Concept, Copywriter, Creative Director. Agency: The Public House. Art Director: Danny Cullen. Production Company: Abstraction. Director: Lorcan Hynes.
2025 What Does FBD Stand For? FBD Insurance
The second iteration of the campaign above, we used a volume LED wall in Copenhagen to push the boundaries of what FBD might stand for, while staying true to the concept that it stands for support.
Role: Concept, Copywriter, Creative Director. Agency: The Public House. Art Director: Danny Cullen. Production Company: Bodacious. Director: Chris Cottam.
2024 Funding. Backing. Donating. FBD Insurance
Since 2023, the FBD initialism construct extended into every other part of the business. One place it really stood out was the “Funding Backing Donating Initiative” which gave local business owners/customers of FBD a bursary to receive advertising support packages to boost their presence in the community. In 2024 and 2025, we crafted bespoke radio, print, and OOH ads for over 20 SMEs along with promotional content for their social channels. The packages were valued at approx €20k per business and FBD covered all the costs.
Role: Concept, Copywriter, Creative Director. Agency: The Public House. Art Director: Paul Kinsella. DOP: David Christopher Lynch. Photographer: Rich Davenport.
2021 Discontent Insurance. FBD Insurance
Most people are in total fear of making an insurance claim for fear that they will increase their premiums the following year, which begs the question - what’s the point? FBD wanted to let customers know about the main home content claims they could make without affecting their future policy prices. What started as 3 radio ads, spawned over 20 radio spots and 1 long copy print ad. Below is a selection of my faves, voiced by some of Ireland’s top comedians.
Role: Concept, Copywriter. Agency: The Public House. Art Director: Sam Caren. Creative Director: Colin Hart. Sound Design: Colm O’Rourke, Steve Maher.