“There’s a word for those great discoveries you make when you let yourself go off track: Ireland.”



GO WHERE IRELAND TAKES YOU

Riffing on the brand idea of serendipity, I created the Get Lost promotion for Tourism Ireland’s acclaimed Go Where Ireland Takes You campaign. 1000s of these ticket wallets were handed out during the morning rush hour at London stations. Each wallet contained an irreverent guide, and a chance to win a free trip to the Emerald Isle.











































Credits: Stef Macbeth / Sam Gleadow @ JWT London