#16dec20

Kind of a cheat, as I did have something to do with the project as a director/producer of the 21 pieces of content in the campaign, but Capitol Records/UMG's "Heartbreak Weather Watch" campaign, made for the release of Niall Horan's album in March, was the first campaign to utilize weather-tracking technology to target content to users. It reached 4.5 billion interactions with the hashtag and content. Content aside, the out-of-the-box thinking by Kira Karlstrom to use weather tech and content delivery and seed a campaign blew my mind.

The work that ALONE does is invaluable. They ensure that thousands of older people in Ireland can stay living in their own homes whilst feeling connected and safe. These 1,400 amazing volunteers are the lifeline that makes this happen, their selfless generosity deserves to be recognised and I am so grateful to McDonnells for providing each and every one of them with a gift that signals that appreciation. Campaigns like this one are a reminder of how proud it feels to be Irish.