The Sound of Sixteen

Ireland’s first broadcast was transmitted at 5:30pm, April 25th, Easter Tuesday, 1916. Working with both RTÉ and the Independent broadcasters of Ireland (IBI), we decided to mark this landmark in Irish history by taking over the airwaves again.

But instead of airing the ad sporadically throughout the day, we decided to broadcast exactly the same message, on exactly the same date, at exactly the same time, exactly one hundred years later – across every major radio station in Ireland.

A year and a day after the 100th anniversary, Sound of Sixteen was awarded a D&AD Pencil.

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