AMBIENT/NON-TRADITIONAL & PR - IRELAND
PR/Tactical News Story (2026)
2026
AMBIENT/NON-TRADITIONAL & PR
- IRELAND
(PR/Tactical News Story)
The Replay - Alzheimer Society of Ireland
thereplay.ie
Gold
| Title: | The Replay |
|---|---|
| Brand: | Alzheimer Society of Ireland |
| Product: | thereplay.ie |
| Production Company: | Fusio LTD (web) |
| Entrant Company: | TBWA\Ireland Ireland |
| Agency: | TBWA\Ireland |
| Agency Network: | Omnicom |
| Client: | Alzheimer Society of Ireland |
| Creative Director: | Adam Crane |
| Copywriter: | Eva Dolan |
| Art Director: | Kevin Flynn |
| Yes: | Artificial Intelligence was used selectively and with care. The core audio experience remained entirely authentic. All commentary is original RTÉ broadcast material, presented exactly as recorded, with no AI enhancement, manipulation or recreation. This was critical to preserving the integrity of Mícheál Ó Muircheartaigh’s voice, which is central to triggering memory and recognition. AI was used only in a limited production capacity, specifically to restore and enhance a small number of historic match programme images where high-quality originals were unavailable. Gemini 3.1 Flash was used to improve clarity and legibility, bringing them closer to how they would have originally appeared, without altering their content. In addition, Open AI’s GPT-5.3 model helped us create AI-structured data which was embedded into the site’s SEO to improve discoverability - helping carers find The Replay through search and AI tools when actively looking for support. Finally, Claude’s Opus 4.6 model was used to help refine and edit drafts of this written entry. |
| Live site URL: | thereplay.ie |
| Other: | Executive Director, Innovation & AI - Ed Leamy |
| Other: | Strategy Director / Head of Effectiveness - Ronán Jennings |
| Other: | Senior Account Manager - Áine Neenan |
| Other: | Production - Zsofi Abel, Mark Murray, Daniel Breene |
| Other: | Video Editing - Lee Keegan, Emma Downes & Ali Kearney |
| Other: | Innovation - Barry O'Sullivan, Mannat Vij |
| Other: | Senior Management - Deirdre Waldron, Neal Davies, Paula Kelly |
| Other: | PR - Garrett Harte (Harte Media), Catherine Monaghan (Harte Media) |
| Other: | Client - Catherine O' Leary (ASI), Colin Regan (GAA), Razib Chatterjee (RTE Archives), Richard Roche (Maynooth University) |
| Notes: | For 60 years, Micheál Ó Muircheartaigh was the voice of GAA. Many of the people who grew up listening to Micheáls unmistakable commentary are now experiencing memory loss, as over 64,000 people live with dementia. We created The Replay - a free online archive of Micheál Ó Muircheartaigh's most memorable match commentary from 1985 to 2010, built in partnership with RTÉ, GAA and ASI. Micheál's commentary can be used for reminiscence therapy, which uses familiar stimuli, particularly sound, to help people living with dementia access long-term memories. It’s essentially mental time travel. The platform applies dementia-informed UX principles to reduce cognitive load. Each match features the original programme cover as an additional visual stimulus, alongside a step-by-step reminiscence therapy guide. TheReplay.ie launched with zero media budget, but drove huge earned reach and engagement. It has been adopted by Nursing Homes Ireland, and is helping people reconnect with memories and loved ones. |
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