Dublin Docklands: Urban Beach Campaign

As the summer finally hits the city, we've been getting in the mood by devising the identity and promotional campaign for Dublin's first Urban Beach. For the month of July, the Dublin Docklands Development Authority have transformed George's Dock, in the midst of the bustling IFSC in Docklands, into a tropical oasis with beach cabins, lounge chairs, beach umbrellas and daily activities for Dubliners of all ages.


We were commissioned to design the Urban Beach identity and to help the DDDA to promote the event. Our solution uses bright, vibrant colours and Hawaii-themed icons to evoke the feeling of being in a tropical paradise. We developed a quirky advertising campaign to promote and position the Urban Beach concept. Our contribution included writing and directing a radio advert. Our advertising concepts are being used in a comprehensive media campaign which includes press advertising, outdoor posters, banners, branded vehicles and radio advertising.

The event is receiving widespread media coverage and, come rain or shine, the Urban Beach is bound to be a fun experience for all ages!