To promote The Irish Independent’ssponsorship of the Galway Races Summer Festival, as well as their coverage of the event, Dublin based creative agency The Public House, teamed up with Sculp and Mediahuis Ireland to literally build a racehorse out of past editions of The Galway Punter racing supplement.

The activation is a continuation of its ‘We’re all over it’ campaign which aired last summer in press, OOH, digital and radio. The campaign shows just how passionate the media organisation is about horse racing in Ireland.

The 2.7m tall statue sat proudly beneath the Champagne Bar on the Monday, Tuesday, and Wednesday of the festival before moving to a new location at the racecourse on Thursday. The Irish Independent also ran a competition on social, where readers could name the horse for a chance to win a weekend break at The Galmont Hotel & Spa.

Cliona O’Reilly, Senior Marketing Manager, Mediahuis Ireland said of the campaign “As Official Media Partner of the Galway Races Summer Festival, we are delighted to see the ‘We’re all over it’ campaign roll-out again this year with an added activation of the life-size horse to coincide with the return of crowds to Ballybrit. We hope it’s well received.”

Marc Kelly, Creative Director and Sculptor at Sculp said “The opportunity for the team to bring this unique sculpture to life was something we relished and embraced. The enthusiasm for the brief presented to us by The Public House was evident from day 1 and we really wanted to reflect this through an impactful, professionally detailed piece. We pushed our experience with design, making and engineering to the limit and everyone is really delighted with the end result.”

The Public House’s Production Lead, Trevor Nolan added “Having the opportunity to take last year’s successful campaign concept into the real world and create a striking display piece was both a fun and challenging project. It’s great when a client such as Mediahuis shares the enthusiasm for wanting to grow an already solid idea into something more, and the final result we achieved working with Sculp is certainly something all three parties can be proud of.”

The campaign for The Public House continues a successful year with the growing independent creative agency’s clients include Jameson and EPIC, The Irish Emigration Museum, FBD and Paddy Power. The agency is known for its strategic rigour and creative edge that delivers for its clients, with a principle that ‘Boring Doesn’t Sell’.