PRINT/OUTDOOR CRAFT - IRELAND
Image Manipulation (2026)
2026
PRINT/OUTDOOR CRAFT
- IRELAND
(Image Manipulation)
Mole Maps - The Marie Keating Foundation
Skin Cancer
Gold
| Title: | Mole Maps |
|---|---|
| Brand: | The Marie Keating Foundation |
| Product: | Skin Cancer |
| Entrant Company: | Boys + Girls Ireland |
| Agency: | Boys + Girls |
| Client: | The Marie Keating Foundation |
| Creative Director: | Dean Ryan / Jake O'Driscoll |
| Copywriter: | Jack Walsh |
| Art Director: | Jake O'Driscoll / Dean Ryan |
| Yes: | Yes. AI was used, but only during early concept development and previsualisation. We used it to help translate initial scamps into photorealistic mock-ups, allowing the client to understand how county-shaped moles could appear on real skin. AI also helped us explore early county silhouettes, body placements, scale, tone and contour. These were development assets only. The final campaign imagery was crafted manually through art direction and detailed retouching. Each mole was built using real skin cancer mole reference imagery, then integrated into the skin to feel medically believable and photographically real. So, in short: AI helped us visualise the idea early. The final work was crafted by our designers. |
| Account Director: | Caroline Keogh |
| Account Manager: | Sára Benkö |
| Image Manipulation: | Maxi McDonnell |
| Photographer: | Matthieu Chardon |
| Other: | Maxi McDonnell |
| Other: | Rory Hamilton |
| Other: | Tara Finnegan |
| Other: | Colm Coonagh |
| Other: | Ruby Valdez |
| Other: | Derek Doyle |
| Other: | Ben White |
| Other: | Leah Byrne |
| Other: | Eamon Corcoran |
| Other: | Evgenia Gavrilovich |
| Other: | James Kanu |
| Other: | Will Farrell |
| Notes: | Irish people are sun-smart abroad, but sun-blind at home. Even though Ireland has one of the highest incidence rates of skin cancer globally, many people here still associate sun danger with hot foreign holidays, not grey Irish skies. We put on suncream in Spain, Greece or Dubai, then forget that UV still damages skin in Sligo, Galway or Dublin. Even though, as global healthcare data proves, you're more likely to get skin cancer in Ireland than you are when you are abroad. So Marie Keating Foundation, an Irish cancer charity, brought the danger closer to home. Mole Maps turned all 32 counties of Ireland (26 of ROI submitted for Irish jury category) into suspicious moles on skin, then geo-targeted each execution to its own county. Dublin saw Dublin. Cork saw Cork. Galway saw Galway. Each ad compared the risk at home to the sunny places Irish people already protect themselves in, reminding people that the sun at home burns too. The campaign ran across OOH, print, radio and social. |
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