In Ireland, areas of poor mobile phone coverage are a constant problem. That’s why Ireland’s largest telecom company, eir, introduced WiFi calling – which eliminates coverage problems by using WiFi to boost your mobile phone signal.

In Ireland people refer to areas of poor phone coverage as “black spots”. To launch this innovative new product, we used a medium that isn’t traditionally known for innovation, print, and created a simple analogy for what WiFi calling actually does. We took over the entire Daily Mail magazine and removed every single black spot. Every full stop, semi colon and tittle was replaced with a colourful eir dot.

The result was a world first in a medium that isn’t traditionally known for innovation. In a country with a population of 4.7 million, a single ad in a magazine with a circulation of just 41,000 reached upwards of 6.7 million people.*