Art & Campaign Direction / Case two
The Hole In The Wall · Dublin
The Hole In The Wall · Dublin · Winter Wonderland
A winter print campaign for the most decorated pub in Ireland — concept, art direction, copy and AI production.
186
Reservations booked
€5.64
Cost per reservation
126.7K
People reached
The idea
Another photo of the fairy lights.
Ad one of five · The Glow
So the frame is pulled up above the city, where the only warm thing left is the place you’re trying to find. Line: “You’ll see it before you find it.”
Night aerial · one warm source
Every other window held cold
Ran paid · 69 reservations at €4.04 · best performer of the five
Ad two of five · The Souvenir
Built as a souvenir rather than a venue, so the ad sells the memory of the night instead of the room. Line: “The one you’d shake to see it snow.”
Domestic interior, lamp off frame
Glass, dust and a fingerprint left in
Ran paid · 26 reservations at €7.60
Ad three of five · The Weather
Putting the weather people actually want on the inside of the building made the pub the exception rather than the shelter. Line: “Outside it’s just rain. Come in.”
Interior snowfall, practical light
Nobody in the room reacting to it
Ran paid · 31 reservations at €6.04
Ad four of five · The Locals
The ad that travels furthest is the one built on something only locals have to explain to visitors. Line: “Even the locals let themselves in.”
Played completely straight
No wink, no crowd, no reaction
Ran paid · 21 reservations at €7.61
Ad five of five · The Scale
Cutting the building open was the only honest way to put the whole scale of it in one frame. Line: “The only way to see it all at once.”
Architectural section
Every room dressed the way it really is
Ran paid · 39 reservations at €5.78
The series
Nothing here was shot. Every frame was directed, then produced to the same warm interior grade so the set holds together as one campaign.
01 · The Glow
Best69 · €4.04
02 · The Souvenir
26 · €7.60
03 · The Weather
31 · €6.04
04 · The Locals
21 · €7.61
05 · The Scale
39 · €5.78
Paid media · Meta
€35 a day, five ads live at once, each one measured on reservations rather than reach.
186
Reservations
€5.64
Per reservation
€1,048
Total spend
126,730
Reach · +72%
2.11%
CTR · €0.48 CPC
| Ad | Spend | Reservations | Cost per reservation | CTR |
|---|---|---|---|---|
| 01 · The Glow Winner | €278.46 | 69 | €4.04 | 2.53% |
| 02 · The Souvenir | €197.68 | 26 | €7.60 | 1.97% |
| 03 · The Weather | €187.23 | 31 | €6.04 | 1.90% |
| 04 · The Locals | €159.72 | 21 | €7.61 | 1.76% |
| 05 · The Scale | €225.53 | 39 | €5.78 | 2.26% |
How it was made
Find what the category keeps shooting. Every pub sells December with fairy lights. That was the thing to refuse.
Write the moments before drawing them. Five impossible frames chosen from a longer list, each earning a single line.
Lock the light, lens and palette first. One warm interior grade held across all five.
AI as the camera, not the creative. Directed, retouched and typeset to print standard. No shoot, no crew, no location fee.
Social media management · 2021–2025
Instagram and TikTok for a 370-year-old pub — strategy, shooting, editing, copy, community and monthly reporting. Four years, one person.
@holeinthewalldublin
+1,122% accounts engaged
Reach
+150% accounts reached
TikTok · top three
37.7K likes
The result
186 reservations booked at €5.64 each on €1,048 of spend. Booked out months ahead through December, with visitors flying in for it, and two national features in the Irish Independent.