We’ve just launched a new integrated campaign with ESB Networks to help the Irish people better understand a vital but often technical topic, Demand Side Flexibility. This is the idea that when we use electricity matters, and by making the most of off-peak times, we can all take a little pressure off the electricity network.

Rather than relying on industry jargon, the campaign boils it down to a simple, human truth: It’s simply a matter of time. Highlighting that by shifting high-energy tasks to off-peak hours, like checking the time before putting on a wash or charging an EV, consumers can collectively take the pressure off the national electricity network.

The creative platform uses a distinct split-screen format to demonstrate how these small, mindful changes fit seamlessly into daily life. To ensure the message reached every corner of the country, the agency developed three bespoke executions tailored specifically for Home, Farms, and Businesses.

“Demand Side Flexibility is a complex concept, but the solution is actually very human and simple. Our goal was to show that by making small, simple changes in our routines, we can all have a major impact on the grid. And we used a split-screen device to keep the message clear and distinctive across every format”

Sam Moorhead, Creative Director, Connelly Partners

The fully integrated campaign is live across VOD, OOH, DOOH, and Radio, supported by a comprehensive suite of social-first assets including 9:16, 4:5, and 1:1 formats.

Read more here.

We couldn’t let March pass without sharing some new basketball work—especially when it involves the great state of Connecticut. 

Our client, Liberty Bank, entered the NIL world with a big splash, partnering with Connecticut women’s hoops star Sarah Strong. The CP and Liberty Bank teams spent an early March afternoon with Sarah in New Britain, shooting a collection of social videos that have been rolling out as the big games have unfolded. 

The highlight, without question, was Sarah surprising the New Britain High School girls basketball team as they prepared for the state playoffs. Talk about a perfect fit for Liberty Bank’s #BeCommunityKind brand platform. 

Keep an eye out for more videos as Sarah and her teammates hit the home stretch!

A new brand campaign for Shannon Airport puts two charming new brand assets at its heart, two little birds who take to the skies – and the screen – to show why Shannon Airport really is the best place to fly from.

Connelly Partners and Shannon Airport have continued their long standing relationship by launching a new brand campaign, “The Best Place to Fly From“. It’s built around two charming animated characters: Robin and Wren Murphy, a couple of well-travelled birds who know a thing or two about flying.

The campaign was born from a simple but very true insight – that Shannon Airport is such a pleasurable experience, even the most frequent flyers choose it. Friendly staff, handy parking, and seamless security make Shannon Airport a genuinely different airport experience. Robin and Wren bring that truth to life in a way that feels surprisingly human, and entirely relatable.

The pair appear across TVC, cinema, radio, OOH, and social, guiding audiences through the Shannon experience in an almost documentary style – warm, witty, and surprisingly relatable for two birds.

“Some of the most effective brand campaigns are built around characters – or fluent devices – people connect with. We knew that from the start, we just needed to find the right ones to capture what makes Shannon Airport so special. And when you experience it, it’s warm, it’s easy, it’s genuinely lovely. So Robin and Wren felt like the perfect way to bring that to life. 

Sam Moorhead, Creative Director, Connelly Partners

The fluent device is one of advertising’s most enduring and effective tools, giving brands a recurring character audiences grow to love and recognise over time. With Robin and Wren Murphy, Shannon Airport now has two little ambassadors with all the makings of true brand icons.“The Best Place to Fly From” is live now across TVC, VOD, cinema, radio, out-of-home, and across social media.

Additional Coverage:
AdWorld: Birds of a Feather Come Together for Shannon Airport Campaign from Connelly Partners

In Canada’s fragmented $200B+ insurance market, differentiation is rare. Our partners at Navacord embarked on a massive transformation: unifying their diverse family of local brands—including established names like Waypoint—under one cohesive national identity. As Canada’s second largest brokerage, but new to the market as this brand, we needed to find a way to cut through and immediately put Navacord on the map, building awareness and trust.

While competitors lean into “adulting is hard” tropes or faceless digital forms, we focused on Navacord’s unique value proposition which lies in the intersection of local relationships and national resources. We moved away from transactional insurance marketing and embraced the very human, caring relationships that define their brokers. The people who don’t just sell policies but live beside the people they protect.

Speaking directly to hockey fans as part of a high-impact Sportsnet media buy during Canucks games, we used the striking visual of a goalie on a rainy city street as a metaphor for having the wrong protection. Through a kind gesture (a passer-by offering the goalie an “umbrella assist”) the message is clear: Navacord is here to ensure you have the right protection.

The campaign successfully introduced Navacord as a national powerhouse with a local heart, proving that even in a complex industry, the right protection starts with a human connection.

A first aid song designed to stick in your head, using musicology and neuroscience-led design to help build memory structures and improve recall in the moments that matter.

In partnership with Epilepsy Ireland, we’ve released a new single, “Time, Safe, Stay,” created to help the public remember what to do if they witness someone having a seizure. The track is a key part of Epilepsy Ireland’s International Epilepsy Day awareness activity and is designed as an earworm with a purpose: to help people recall seizure first aid quickly, even under pressure.

“Time, Safe, Stay” is the seizure first aid method Epilepsy Ireland recommends: Time the seizure, keep the person Safe during the seizure, and Stay with them until the seizure subsides. The campaign aims to make those three words genuinely memorable for the general public, so more people can respond calmly, safely and appropriately in the moments that matter.

There are approximately 45,000 people living with epilepsy in Ireland, yet many people only learn about epilepsy when it affects them or someone close to them. This campaign is designed to close that gap, replacing myths and uncertainty with a simple, practical message people can remember.

To make the message stick, we worked with sonic branding agency LaudHaus to create a track that’s intentionally engineered for recall. The song uses a clear melodic hook, a steady pace and rhythm, and a repetitious lyrical structure designed to build memory structures, which help the brain store the message so it’s easier to retrieve in a stressful situation.

The track was composed and performed by Richie Egan (Jape / The Redneck Manifesto) along with Keith Lawler of Laudhaus.

“In moments of crisis, like when someone is having a seizure, people don’t have time to think. So we needed to find a way to make our message – ‘Time, Safe, Stay’ – easy to remember in a stressful situation. Music is a powerful tool to do that: rhythm and rhyme improve recall and make it easier for your brain to store the steps for when they’re needed.”

Sam Moorhead, Creative Director, Connelly Partners
 

“Time, Safe, Stay” is available across major streaming platforms such as Spotify, Apple Music, and YouTube Music, and via epilepsy.ie. The campaign is supported by shorter versions of the track that will run on radio/digital audio, and across all social platforms.

Gorton’s Seafood has been listed among 16 creative campaigns to know about by AdAge. The frozen seafood brand is leaning into its long history with a new campaign that puts the Fisherman character back at the center of the brand story. Titled “Trusted Since 1849,” a new spot traces Gorton’s 177-year run through changing eras by framing them from the perspective of its most enduring character, using familiarity as a way to signal consistency rather than nostalgia for its own sake. Now running across streaming TV and online video, the campaign positions the Fisherman as both a legacy figure and a contemporary guide, extending a presence the brand has also been building on TikTok and through recent experiential work.

See the full list from AdAge

Additional coverage:
Roastbrief: Gorton’s puts its most iconic figure center stage in new ‘Trusted Since 1849’ campaign

SHOOT has shared the top 10 stories that generated the most engagement of 2025. Topping the click tally was the news that indie agency Connelly Partners (CP) acquired McCarthy Mambro Bertino (MMB), the Boston-based creative shop behind campaigns for Subway, Sam Adams and Toyota. Additionally David Register, longtime creative lead at MMB, joined CP as executive creative director.

Read more here.

We are thrilled to announce that Connelly Partners has been ranked #1 in the U.S. and #5 Globally for 2025 in the prestigious Lürzer’s Archive.

For decades, Lürzer’s has been the global benchmark for the industry, championing advertising that is simple, powerful, and deeply conceptual. Being recognized at the top of this list isn’t just an honor; it’s a validation of our approach to storytelling and craft.

This year, six different campaigns earned their place in the Archive, representing a diverse range of our client partners. Having such a high volume of work recognized in a single year speaks to the depth of our creative bench. It proves that high-level conceptual thinking is applied to every brief that enters our doors, regardless of the industry or medium.

This ranking is a testament to the talent of our team and the bravery of our clients.

Scott Savitt, Sr. Partner, Chief Digital Officer

Let’s be honest: The agency value proposition is in crisis.

AI tools are now generating polished copy, creative variations, and optimized workflows in seconds. In an environment of tightening budgets and rising ROI scrutiny, the flawless delivery that once defined a great agency, the ability to get work done faster, cheaper, and without error, is rapidly becoming an automated commodity.

This shift is the industry’s wake-up call. Agencies focused only on AI for speed and perfect outputs are missing the only thing that truly matters to clients: measurable business outcomes.

Flawless execution is no longer a differentiator; it’s table stakes.

The real differentiator is performance: whether campaigns drive leads, increase sales, or deepen engagement. Agencies that treat AI as a tool to simply crank out reports and deliver work will be commoditized. The winners will be those who own the entire customer journey and link perfect delivery directly to tangible business outcomes.

It’s time to shift from outputs to outcomes. 

Make the Full Journey Visible 

Don’t let delivery end with the campaign launch. Agencies must track every interaction, from first impression to final conversion, to see where audiences are leaning in, dropping off, and engaging across channels. It requires access to the brand data and systems that shape the customer journey. This visibility, and the tighter collaboration it requires with clients, is how “on time and on budget” evolves into true business performance. 

For the V Foundation for Cancer Research (v.org), optimizing the digital journey helped ensure more people not only found their site, but also engaged with and supported the mission long term. By partnering on the systems behind that journey, website, donations, CRM, DAM, media/analytics, it made it possible to link platforms directly to performance. By measuring the full funnel and refining key touchpoints, we turned visibility into meaningful donor action. It wasn’t about flawless execution alone; it was about continuously aligning delivery with business outcomes.

Use AI to Accelerate Testing, Not Just Delivery

The worst misuse of generative AI is using it only for speed. Instead of simply generating infinite variations, agencies should be using AI to fuel smarter experimentation. This means rapid A/B testing and micro-optimizations that allow us to quickly and continuously refine the journey, a crucial strategic function that AI makes scalable.

Close the Loop With Continuous Optimization

Clients don’t need more recap calls; they need partners who optimize in real time. Data without action is just reporting, and boring reporting at that. Agencies must go beyond collecting insights to acting on them in real time: shifting spend, refining creative, or tweaking user experiences as they happen. AI can uncover trends at scale, but it still takes human teams to interpret, prioritize, and apply changes that align with client goals. Continuous optimization should be the expectation, not the exception.

Accessibility as a Core Business Driver

Accessibility isn’t just a compliance checkbox, it’s a driver of performance. A digital experience that excludes segments of your audience can’t maximize outcomes. Inclusive design broadens reach and improves usability for all, which directly impacts traffic, engagement, and conversion. Accessibility and performance aren’t separate conversations; they’re two sides of the same responsibility.

AI has made efficiency a baseline. It will continue to perfect delivery, but delivery can’t be the finish line. The real measure of success is owning client business performance. If agencies can’t prove they move the business, they’ll be replaced by the very tools they brag about using.

Read more here.

We’re proud to announce that Connelly Partners has secured a Silver OAAA Media Plan of the Year award for our work with the Museum of Fine Arts, Boston on their Van Gogh: The Roulin Family Portraits campaign.

While the artwork itself is historic, the challenge was current: the MFA needed to cut through a saturated tourism market with a limited budget to attract new international audiences and local visitors alike. The goal wasn’t just to announce an exhibit, but to drive a resurgence of the Roulin Family Portraits that felt unexpected and fresh.

Our Media Team devised a comprehensive Out-of-Home (OOH) strategy designed to mirror the intimacy of the artwork. Just as Van Gogh formed a deep bond with the Roulin family through his painting, our media placements were designed to foster a personal connection between the audience and the portraits.

The plan emphasized high-impact vertical placements that replicated the actual portrait viewing experience. By utilizing formats like digital street furniture and interactive lenticular posters, the media transformed city streets into an immersive gallery, emphasizing the value of the in-person experience over digital alternatives.

The results were a masterpiece in their own right. Following the OOH launch, media-driven ticket sales surged compared to the previous month, and brought more new users to the MFA’s site compared to the previous year. This award serves to remind us of the power of high funnel tactics driving bottom line results.