Limerick just got a jolt of good news. At Connelly Partners, we’ve had the pleasure of championing Transport for Ireland through campaigns that reframe how people see public transport and this time, we got to celebrate a milestone: the launch of TFI’s first fully electric city bus fleet in Limerick!
The brief was simple: TFI wanted to honour this incredible achievement. Limerick is leading the way as the first city to welcome TFI’s electric fleet, and we wanted the city itself to feel that shift visually. We built the campaign around a single, striking metaphor: Limerick as a circuit board, coming alive with electricity. In our CGI creative, TFI’s new electric buses travel along glowing circuit pathways, lighting up as they pass some of Limerick’s most recognisable landmarks: Thomond Park, the O’Connell Statue, University of Limerick, King John’s Castle, and TUS Gaelic Grounds. Each landmark illuminates as the bus passes, visually connecting the city’s landmarks, its people, and its energy into one network.
Bringing this concept to life required a fully CGI approach and we partnered with PenCo Post to render the animation and bring our electric city circuit board to life.
We also put together an “Electric” Spotify playlist to go along with the creative, packed with electric-themed tracks and the perfect soundtrack for getting around the city.
Now live across social and out-of-home in Limerick, “Let TFI Electrify Your Bus Journey” is our way of marking a first for Irish public transport. We’re proud to have helped tell that story for TFI.
