Maynooth University’s Changing the Face of Irish Society uses narrative film to highlight bold, boundary-breaking stories—archived in Clapboard’s global ad

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Changing the Face of Irish Society - Maynooth University | Clapboard Ad Archive

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Changing the Face of Irish Society - Maynooth University | Clapboard Ad Archive

Maynooth University’s 2019 campaign Changing the Face of Irish Society, created by KICK, stands as a compelling testament to the institution’s role as a crucible of social progress and intellectual courage within Ireland’s education sector. This film-based campaign eschews traditional narrative arcs centered on institutional achievement or course offerings, instead embracing what Clapboard’s taxonomy identifies as FORMAT#10 ASSOCIATED USER IMAGERY by spotlighting the diverse, real-world impact of its Masters students, lecturers, and researchers. The campaign’s strength lies in its unflinching portrayal of individuals whose work traverses critical areas such as business, justice, media, science, and innovation, highlighting figures as varied and inspiring as asylum seekers, Ireland’s first blind teacher, human rights advocates, and pioneers of humane technology. By focusing on these profiles, Maynooth University positions itself not simply as a place of learning but as a dynamic community actively dismantling stereotypes and forging new pathways in Irish society and beyond. This approach cultivates a sense of aspirational identification among prospective students and stakeholders, reinforcing the university’s brand as a beacon of inclusivity, bravery, and human-centered research. The campaign’s narrative carefully balances the personal and the societal, illustrating how the university’s culture fosters groundbreaking ideas and bravery that ripple beyond academic confines into workplaces and communities globally. KICK’s execution avoids didacticism by allowing the stories of these changemakers to serve as authentic proof points of Maynooth’s ethos, leveraging the power of lived experience over institutional rhetoric. The campaign’s messaging underscores a progressive vision of education as a catalyst for tangible societal leadership and transformation, aligning with contemporary expectations for universities to demonstrate social relevance and impact. Clapboard rates this 57/100 in its global creative archive. This campaign matters to the education industry because it demonstrates how higher education brands can harness real personal narratives to embody institutional values in a way that transcends promotional clichés, thereby signaling a shift toward more humanized and socially engaged university communications.

Credits

Client

Maynooth University

Agency

KICK

Creative Director

Judith Goulet

Account Management

Stephen Bradshaw, Triona O'Brien

Production House

Alfonso Films / Dublin

The campaign "Changing the Face of Irish Society" positions Maynooth University as an institution deeply embedded in progressive, boundary-breaking research and education that actively contributes to social change. The core brand proposition centers on the university’s commitment to diversity, bravery, and human-centric research, highlighting its people—students, lecturers, and alumni—as agents of meaningful transformation across multiple sectors including business, justice, media, science, and innovation. This approach frames Maynooth University not merely as a place of learning but as a dynamic hub shaping the future of Irish society and beyond through inclusive, impactful scholarship and innovation. Strategically, the campaign leverages storytelling to humanize and personalize the university’s achievements, focusing on individual narratives that challenge stereotypes and illustrate real-world impact. By spotlighting diverse stories—from asylum seekers to groundbreaking educators and researchers—the campaign taps into a cultural insight around Ireland’s evolving social fabric and the value of inclusivity and progressive change. This narrative angle aligns with a mindset of social responsibility and intellectual bravery, aiming to resonate with prospective students, academics, and broader communities interested in education that transcends traditional boundaries. The creative strategy emphasizes authenticity and emotional engagement, using film as a medium to visually and narratively convey the university’s multifaceted influence, thus fostering a stronger connection between the brand and audiences who value education’s role in societal development.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on showcasing diverse and aspirational profiles—Masters students, lecturers, and alumni—who embody the impact and ethos of Maynooth University. The narrative does not follow a unified story arc with a decisive product-based resolution but instead highlights real people breaking boundaries and effecting social change across sectors like business, justice, media, and science. The intent is clear: to inspire prospective students by spotlighting relatable and admirable members of the Maynooth community as role models, making ASSOCIATED USER IMAGERY the best-fit format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Trinity College Dublin – Market Positioning Trinity College Dublin positions itself as Ireland’s leading research-intensive university with a rich heritage and global reputation. It focuses heavily on academic excellence, innovation, and international collaboration, attracting top-tier students worldwide. Trinity emphasizes cutting-edge research and strong industry links, particularly in science, technology, and the humanities, presenting itself as a gateway to high-impact careers and global networks. 2. University College Dublin (UCD) – Market Positioning UCD differentiates through its comprehensive range of programs and strong emphasis on interdisciplinary research and entrepreneurship. It brands itself as Ireland’s global university, fostering innovation, social impact, and career readiness. UCD’s strategic partnerships with industry and a strong focus on STEM fields combined with arts and business education position it as a versatile, future-facing institution. 3. University College Cork (UCC) – Market Positioning UCC markets itself as a welcoming, research-led university with a community-focused approach. It highlights commitment to sustainability, inclusiveness, and impactful research in areas such as health, climate action, and digital innovation. UCC leverages its unique geographic location and strong cultural identity to attract students seeking a balanced academic and personal experience. 4. National University of Ireland Galway (NUIG) – Market Positioning NUIG focuses on fostering creativity, community engagement, and transformative research with emphasis on applied sciences, health, and the Irish language and culture. The university positions itself as forward-thinking and socially conscious, promoting student entrepreneurship and internationalization while maintaining strong connections to local and regional development. 5. Dublin City University (DCU) – Market Positioning DCU is distinguished by its innovation-driven mission and emphasis on business, technology, and STEM education combined with applied research. Known for close industry ties and graduate employability, DCU promotes a modern, entrepreneurial culture and practical learning experiences, appealing to students seeking dynamic career pathways and real-world impact.