DUBLIN, IRELAND – The Brill Building has emerged as the top winner at this year’s European Association of Communication Agencies IMPACT European Awards for Integrated Marketing Communications, making its return as one of Ireland’s top agencies for full service, creative and activation.
The agency’s campaign, The AR Lens to Save Lives, developed for The Marie Keating Foundation was the most awarded campaign of the event, securing three Gold awards and one Bronze. Meanwhile, Paddy Irishman, a collaboration with photographer Ross O’Callaghan and Partner Tourism Ireland, garnered an additional Gold and Silver, bringing The Brill Building’s total to an six trophies. Ireland led the results table with 17 trophies, followed by Spain, the UK, Italy, and the Czech Republic.

The AR Lens to Save Lives, was honored with Gold in the Cause/Charity/Non-Profit, Digital, and Innovation categories, and a Bronze in Small Budget. Partnering with Meta and Aleph, the agency crafted a groundbreaking AR filter that used mobile camera lenses to highlight early lung cancer symptoms in real time. The first of its kind in cancer education, the filter achieved an average engagement time of 31 seconds, nearly double the Snapchat platform standard of 17 seconds. The campaign had previously
received three shortlists at the Gerety international awards earlier in 2024.
Peter Snodden, The Brill Building, and Creative Innovation Lead on The AR Lens to
Save Lives said: “The Brill Building are thrilled with these wins as we knew we faced very
stiff competition from the best integrated marketing and experiential campaigns across
Europe. We were able to achieve this world first for cancer awareness approaches thanks to
amazing partners in Meta and Aleph like Paul Gleeson in Ireland and Lee Gendenhuys in
South Africa. Our ambition was to use existing technology in a new way, to increase
symptom awareness. The most powerful tool we have in the fight against lung cancer is the
patient’s own instincts that something may be wrong.”

The Paddy Irishman Project, a portrait series by photographer Ross O’Callaghan is a creative experiential campaign focusing on combating stereotypes about the Irish. Sponsored by Tourism Ireland, the campaign’s New York launch combined projections, exhibitions, PR and social media amongst other marketing and creative disciplines. O’Callaghan’s portrait series took home a Gold in Experiential/Sponsorship and a Silver in the Integrated category.
Commenting on the win, Ross O’Callaghan said: “This is an incredible endorsement for the
ongoing work of the Paddy Irishman Project. We believe this is important work – to challenge
enduring stereotypes about Ireland and the Irish around the world and to celebrate in a
positive way the lived history of our island through the stories of our people. We appreciate
the support Tourism Ireland have given us, to launch at the scale and impact the project and
our Paddies deserve and with this further international recognition we get to continue
bringing this new narrative of Ireland to new audiences.”

The 2024 IMPACT Awards from The European Association of Communications Agencies and
its IMPACT Council celebrate outstanding achievements in Interactive Marketing, Promotional
Marketing and Brand Activation. The winning agencies were selected after two rounds of judging in a
European competition of the best campaigns selected at the national level selected 25 leading
industry professionals across Europe across Europe.