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Top 6: July 27th 2022

EPIC Irish Emigration Museum: This Is Not Us

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Top 6: July 27th 2022
EPIC The Irish Emigration Museum is once again challenging the negative stereotypes attached to Ireland and the Irish people, in its latest campaign, This Is Not Us. Following research for this campaign, EPIC has uncovered predictive search data which shows that many incorrect and misleading perceptions of the Irish still prevail globally - the most common of which link the Irish to fighting, drinking, potatoes and holding grudges.
Agency: The Public House

The ‘This Is Not Us’ campaign aims to confront these perceptions head on by using them to visualise what a person would look like if they were true. The resulting imaginary character, Paddy McFlaherty, shows just how misleading these stereotypes can be. Created using CGI and based entirely on perceptions, this character displays and embodies how, according to Google search trends, Irish stereotypes still exist - something which EPIC are hoping to change. EPIC The Irish Emigration Museum exists to show who the Irish really are, as told through the unforgettable stories of those who left our shores, influencing and shaping the world along the way. EPIC know that the Irish are more than just stereotypes – we are inventors, poets, designers, leaders and changemakers. Our music, literature, culture, sport, food and dance attract millions of people to our country each year. Voted Europe’s Leading Tourist Attraction for the past three years, EPIC offers a fully interactive experience like no other, which brings Irish history to life and allows visitors to discover what it really means to be Irish. ‘This is not us’ is not the first time that EPIC has campaigned against stereotypical and clichéd depictions of the Irish. In 2019, the museum offered free tickets to visitors who handed in their plastic St Patrick’s Day merchandise at the door.
Credits Other credits


Strategy Director: Sarah Walsh

Strategist: Aine O’Boyle

Managing Director: Catriona Campbell

Group Account Director: Mariana Nevado

Account Director: Terri Turner

Senior Designer: Trevor Nolan

Designer/Editor: Cian Booth


Design: Shaun Kelly

Modelling & Textures: Flauberth Carvalho

Grooming & Wardrobe: Ciaran Talbot

Lighting & Rendering: Sam Boyd

Grade: Arron Inglis

VO Artist: Tadhg Hickey c/o Lisa Richards

VO Record: Red Sock Productions

Sound Design & Mix: Blast Audio


Vroom Digital: Niamh Walters, head of PR


MWi, part of Mediaworks UK Group

Managing Partner: Declan Kelly

Account Manager: Jane Daly


Founder: Neville Isdell

CEO and Museum Director: Patrick Greene

Director of Sales and Marketing: Aileesh Carew

Head of Exhibitions and Programming: Nathan Mannion

Marketing Executive: James Kielty

Social Media Lead: Becca Humphrey

Digital Marketing Assistant: Lindsay Leach

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