Cairn Community Games — Legacy of Light
Intro
Developed as a year-long final-year client project in collaboration with Community Games and Javelin, this integrated campaign celebrated 60 years of Community Games and the people who make it possible.
The project began with extensive primary and secondary research, including ethnographic research designed to better understand children, parents and volunteers. These insights informed the campaign strategy, creative direction and three-month media plan across social media, out-of-home, radio and video.
Our creative concept, Legacy of Light: Building Brighter Communities, centred on the idea that every child has the potential to shine. While children are the stars, it is the parents, coaches and volunteers working behind the scenes who help them do so. The concept also connected naturally with title sponsor Cairn and its focus on building homes and communities.
My Role
I contributed across research, creative development and production, with a particular focus on graphic design and post-production. I developed campaign assets for social media and out-of-home placements, including digital screens, billboards and Dublin Bus formats. All graphic design work displayed in this case study was created by me.
For the campaign film, I contributed to filming and was responsible for the final video edit, using a cinematic, emotionally driven approach to bring the Legacy of Light concept to life.
Outcome
The final campaign brought together research, strategy, media planning, graphic design and film into one integrated proposal for Community Games. The work was presented to the client, and the final-year collaboration between TU Dublin students, Community Games and Javelin was subsequently featured by Adworld.
Expertise:
Adobe Illustrator
Adobe Photoshop
Adobe Premiere Pro
Adobe After Effects
Video Editing
Camera Work
Graphic Design
Social Media Advertising
Out-of-Home Advertising
Media Planning
Campaign Strategy
Ethnographic Research
Primary & Secondary Research
Art Direction
The Brief
More than sport
Cairn Community Games is built on more than sport: it’s about community, belonging and giving every child the confidence to take part. Our task was to strengthen the connection between Cairn and Community Games, encourage more children and volunteers to get involved, and show Cairn as a community builder ahead of the Games’ 60th anniversary.
Research & Insights
Being left out, not losing
Participation and volunteering are both still below pre-Covid levels. To understand why, we combined secondary research with netnography on Reddit and two in-depth parent interviews, exploring how families feel about community sport and why volunteers stay or leave.
01
Belonging matters more than competition.
“Parents are not afraid of their child losing. They are afraid of their child being left out.”
02
Parents value inclusion, enjoyment and confidence.
Children aren’t avoiding competition; they’re avoiding the possibility of failing in front of others.
03
Volunteers help children feel encouraged and included.
But they need recognition and support to stay: “Volunteers do not burn out from giving too much. They burn out from feeling unseen.”
Practical barriers such as time, transport, distance and language also hold families back, while word of mouth and social media are the strongest ways they discover the Games.
Creative Concept
Legacy of Light: Building Brighter Communities
For 60 years, children in Community Games have grown braver because of the people who quietly stand behind them. The research showed that every role matters: parents provide emotional safety, volunteers help confidence grow and familiar faces help children belong. Legacy of Light celebrates those parents, volunteers and communities, while the line “We’re All In” invites everyone to play their part.
Campaign Launch
Social ads and campaign film
Square social ads introduced the campaign across Instagram, Facebook and LinkedIn, led by the Legacy of Light Ad.
Out-of-Home Campaign
Building Brighter Communities across Dublin
The campaign artwork adapted across bus shelters, rail and shopping-centre screens, Dublin Bus and 48-sheet billboards. All placements shown are proposed campaign mockups.
Bus shelters
Transvision
Dundrum DX
Bus T-side
48-sheet billboards
Digital Campaign
Stories and social posts
Instagram Stories guided families through signing up, while portrait posts kept the campaign visible in social feeds.
Next work
Cairn Community Games — Legacy of Light
Intro
Developed as a year-long final-year client project in collaboration with Community Games and Javelin, this integrated campaign celebrated 60 years of Community Games and the people who make it possible.
The project began with extensive primary and secondary research, including ethnographic research designed to better understand children, parents and volunteers. These insights informed the campaign strategy, creative direction and three-month media plan across social media, out-of-home, radio and video.
Our creative concept, Legacy of Light: Building Brighter Communities, centred on the idea that every child has the potential to shine. While children are the stars, it is the parents, coaches and volunteers working behind the scenes who help them do so. The concept also connected naturally with title sponsor Cairn and its focus on building homes and communities.
My Role
I contributed across research, creative development and production, with a particular focus on graphic design and post-production. I developed campaign assets for social media and out-of-home placements, including digital screens, billboards and Dublin Bus formats. All graphic design work displayed in this case study was created by me.
For the campaign film, I contributed to filming and was responsible for the final video edit, using a cinematic, emotionally driven approach to bring the Legacy of Light concept to life.
Outcome
The final campaign brought together research, strategy, media planning, graphic design and film into one integrated proposal for Community Games. The work was presented to the client, and the final-year collaboration between TU Dublin students, Community Games and Javelin was subsequently featured by Adworld.
Expertise:
Adobe Illustrator
Adobe Photoshop
Adobe Premiere Pro
Adobe After Effects
Video Editing
Camera Work
Graphic Design
Social Media Advertising
Out-of-Home Advertising
Media Planning
Campaign Strategy
Ethnographic Research
Primary & Secondary Research
Art Direction
The Brief
More than sport
Cairn Community Games is built on more than sport: it’s about community, belonging and giving every child the confidence to take part. Our task was to strengthen the connection between Cairn and Community Games, encourage more children and volunteers to get involved, and show Cairn as a community builder ahead of the Games’ 60th anniversary.
Research & Insights
Being left out, not losing
Participation and volunteering are both still below pre-Covid levels. To understand why, we combined secondary research with netnography on Reddit and two in-depth parent interviews, exploring how families feel about community sport and why volunteers stay or leave.
01
Belonging matters more than competition.
“Parents are not afraid of their child losing. They are afraid of their child being left out.”
02
Parents value inclusion, enjoyment and confidence.
Children aren’t avoiding competition; they’re avoiding the possibility of failing in front of others.
03
Volunteers help children feel encouraged and included.
But they need recognition and support to stay: “Volunteers do not burn out from giving too much. They burn out from feeling unseen.”
Practical barriers such as time, transport, distance and language also hold families back, while word of mouth and social media are the strongest ways they discover the Games.
Creative Concept
Legacy of Light: Building Brighter Communities
For 60 years, children in Community Games have grown braver because of the people who quietly stand behind them. The research showed that every role matters: parents provide emotional safety, volunteers help confidence grow and familiar faces help children belong. Legacy of Light celebrates those parents, volunteers and communities, while the line “We’re All In” invites everyone to play their part.
Campaign Launch
Social ads and campaign film
Square social ads introduced the campaign across Instagram, Facebook and LinkedIn, led by the Legacy of Light Ad.
Out-of-Home Campaign
Building Brighter Communities across Dublin
The campaign artwork adapted across bus shelters, rail and shopping-centre screens, Dublin Bus and 48-sheet billboards. All placements shown are proposed campaign mockups.
Bus shelters
Transvision
Dundrum DX
Bus T-side
48-sheet billboards
Digital Campaign
Stories and social posts
Instagram Stories guided families through signing up, while portrait posts kept the campaign visible in social feeds.
Next work
Cairn Community Games — Legacy of Light
Intro
Developed as a year-long final-year client project in collaboration with Community Games and Javelin, this integrated campaign celebrated 60 years of Community Games and the people who make it possible.
The project began with extensive primary and secondary research, including ethnographic research designed to better understand children, parents and volunteers. These insights informed the campaign strategy, creative direction and three-month media plan across social media, out-of-home, radio and video.
Our creative concept, Legacy of Light: Building Brighter Communities, centred on the idea that every child has the potential to shine. While children are the stars, it is the parents, coaches and volunteers working behind the scenes who help them do so. The concept also connected naturally with title sponsor Cairn and its focus on building homes and communities.
My Role
I contributed across research, creative development and production, with a particular focus on graphic design and post-production. I developed campaign assets for social media and out-of-home placements, including digital screens, billboards and Dublin Bus formats. All graphic design work displayed in this case study was created by me.
For the campaign film, I contributed to filming and was responsible for the final video edit, using a cinematic, emotionally driven approach to bring the Legacy of Light concept to life.
Outcome
The final campaign brought together research, strategy, media planning, graphic design and film into one integrated proposal for Community Games. The work was presented to the client, and the final-year collaboration between TU Dublin students, Community Games and Javelin was subsequently featured by Adworld.
Expertise:
Adobe Illustrator
Adobe Photoshop
Adobe Premiere Pro
Adobe After Effects
Video Editing
Camera Work
Graphic Design
Social Media Advertising
Out-of-Home Advertising
Media Planning
Campaign Strategy
Ethnographic Research
Primary & Secondary Research
Art Direction
The Brief
More than sport
Cairn Community Games is built on more than sport: it’s about community, belonging and giving every child the confidence to take part. Our task was to strengthen the connection between Cairn and Community Games, encourage more children and volunteers to get involved, and show Cairn as a community builder ahead of the Games’ 60th anniversary.
Research & Insights
Being left out, not losing
Participation and volunteering are both still below pre-Covid levels. To understand why, we combined secondary research with netnography on Reddit and two in-depth parent interviews, exploring how families feel about community sport and why volunteers stay or leave.
01
Belonging matters more than competition.
“Parents are not afraid of their child losing. They are afraid of their child being left out.”
02
Parents value inclusion, enjoyment and confidence.
Children aren’t avoiding competition; they’re avoiding the possibility of failing in front of others.
03
Volunteers help children feel encouraged and included.
But they need recognition and support to stay: “Volunteers do not burn out from giving too much. They burn out from feeling unseen.”
Practical barriers such as time, transport, distance and language also hold families back, while word of mouth and social media are the strongest ways they discover the Games.
Creative Concept
Legacy of Light: Building Brighter Communities
For 60 years, children in Community Games have grown braver because of the people who quietly stand behind them. The research showed that every role matters: parents provide emotional safety, volunteers help confidence grow and familiar faces help children belong. Legacy of Light celebrates those parents, volunteers and communities, while the line “We’re All In” invites everyone to play their part.
Campaign Launch
Social ads and campaign film
Square social ads introduced the campaign across Instagram, Facebook and LinkedIn, led by the Legacy of Light Ad.
Out-of-Home Campaign
Building Brighter Communities across Dublin
The campaign artwork adapted across bus shelters, rail and shopping-centre screens, Dublin Bus and 48-sheet billboards. All placements shown are proposed campaign mockups.
Bus shelters
Transvision
Dundrum DX
Bus T-side
48-sheet billboards
Digital Campaign
Stories and social posts
Instagram Stories guided families through signing up, while portrait posts kept the campaign visible in social feeds.
Next work
Cairn Community Games — Legacy of Light
Intro
Developed as a year-long final-year client project in collaboration with Community Games and Javelin, this integrated campaign celebrated 60 years of Community Games and the people who make it possible.
The project began with extensive primary and secondary research, including ethnographic research designed to better understand children, parents and volunteers. These insights informed the campaign strategy, creative direction and three-month media plan across social media, out-of-home, radio and video.
Our creative concept, Legacy of Light: Building Brighter Communities, centred on the idea that every child has the potential to shine. While children are the stars, it is the parents, coaches and volunteers working behind the scenes who help them do so. The concept also connected naturally with title sponsor Cairn and its focus on building homes and communities.
My Role
I contributed across research, creative development and production, with a particular focus on graphic design and post-production. I developed campaign assets for social media and out-of-home placements, including digital screens, billboards and Dublin Bus formats. All graphic design work displayed in this case study was created by me.
For the campaign film, I contributed to filming and was responsible for the final video edit, using a cinematic, emotionally driven approach to bring the Legacy of Light concept to life.
Outcome
The final campaign brought together research, strategy, media planning, graphic design and film into one integrated proposal for Community Games. The work was presented to the client, and the final-year collaboration between TU Dublin students, Community Games and Javelin was subsequently featured by Adworld.
Expertise:
Adobe Illustrator
Adobe Photoshop
Adobe Premiere Pro
Adobe After Effects
Video Editing
Camera Work
Graphic Design
Social Media Advertising
Out-of-Home Advertising
Media Planning
Campaign Strategy
Ethnographic Research
Primary & Secondary Research
Art Direction
The Brief
More than sport
Cairn Community Games is built on more than sport: it’s about community, belonging and giving every child the confidence to take part. Our task was to strengthen the connection between Cairn and Community Games, encourage more children and volunteers to get involved, and show Cairn as a community builder ahead of the Games’ 60th anniversary.
Creative Concept
Legacy of Light: Building Brighter Communities
For 60 years, children in Community Games have grown braver because of the people who quietly stand behind them. The research showed that every role matters: parents provide emotional safety, volunteers help confidence grow and familiar faces help children belong. Legacy of Light celebrates those parents, volunteers and communities, while the line “We’re All In” invites everyone to play their part.
Campaign Launch
Social ads and campaign film
Square social ads introduced the campaign across Instagram, Facebook and LinkedIn, led by the Legacy of Light Ad.
Out-of-Home Campaign
Building Brighter Communities across Dublin
The campaign artwork adapted across bus shelters, rail and shopping-centre screens, Dublin Bus and 48-sheet billboards. All placements shown are proposed campaign mockups.
Bus shelters
Transvision
Dundrum DX
Bus T-side
48-sheet billboards
Digital Campaign
Stories and social posts
Instagram Stories guided families through signing up, while portrait posts kept the campaign visible in social feeds.
Next work