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This summer, we turned a 35-year-old piece of football history into a nationwide tour, sent an Airstream chasing the perfect coastal sunset, snuck a secret gig into the middle of a forest, and helped a car brand throw one of the best parties at Beyond the Pale.
Here's a look at some of the standout work from our summer - a handful of favourite projects, from live music to brand experience and back again.
Cultural Moments, Reactivated
Bulmers: Italia '90 - Live with Packie Bonner
How do you take one of Irish sport's most iconic cultural moments and turn it into a nationwide, live movement? You rebuild the actual Italia '90 team bus, put Packie Bonner and Tadhg and Derry Fleming behind the mic, and take the whole thing on the road.
FUEL led the creative concept for Bulmers' Italia '90: Live with Packie Bonner and managed the full summer roadshow end-to-end, with stops in Dublin, Cork, Galway and Tipperary. The live podcast - built around exclusive archive footage - landed perfectly ahead of the World Cup, with '90s merch on hand at every stop and nostalgia turned into a live experience for the fans who showed up.
Shoutout to Jailbird for a brilliant cross-agency job on talent and PR. This is what happens when you back shared emotion over predictable advertising.
Get the facts. Be Drinkaware.
Bringing People Together, IRL
HelloFresh Roadshow
What happens when you take "family dinner time" out of the kitchen and put it on the coast? The HelloFresh Airstreamer found out - travelling to Clare, Wicklow and Wexford and setting up in genuinely idyllic seaside spots, serving up roughly 500 meals a day with a meat and veggie option for everyone.
Chefs cooked live, demo-style, in front of the crowd. Laura Fox hosted, with a kids' area and family competitions rounding out the day. A brand built on convenience and quality, made real and shared - no screen required.
Horse Racing Ireland: Always-On Entertainment Partner
Not every win this quarter was a single big moment - some were about showing up consistently, and delivering. FUEL is the entertainment engine behind Horse Racing Ireland's calendar across the board: Bulmers Live at Leopardstown (Soda Blonde, BIIRD, Sexy Tadhg and Le Boom), family day programming and bringing Bingo Loco to their Carnival de Leop.
Wherever HRI needs a crowd entertained, we've got it covered - proof that Commotion™ isn't just for the big launch moments, it's in the day-to-day too.
Music & Movement
Dermot Kennedy: Beyond the Trees, Avondale
We were immensely proud to partner with Universal Music Ireland on the launch of The Weight of the Woods, delivering the full production experience for Dermot Kennedy at Beyond the Trees Avondale.
Invite-only guests were guided through the woodland trails before gathering for an exclusive first listen of the new album, followed by a surprise live performance on the 38m Viewing Tower, accompanied by a ten-piece choir. FUEL delivered the experience end-to-end - audience journey design, creative, production and full show delivery - in partnership with Universal Music.
A huge well done to the FUEL team involved, and a sincere thank you to Universal Music Ireland. What we built together didn't end when the lights went down - it carried into the wider album launch and lives on beyond the evening itself.
Cupra @ Beyond the Pale
Cupra and Beyond the Pale have grown into a genuine match made in heaven, powering the Cupra PULSE mission - championing Ireland's electronic music scene from the inside.
This year that meant a DJ competition run through our own FUEL Studios, with winner Lana Hayes taking her set to the woods Club Cu-Cú x CUPRA on site. A big thank you to the Cupra team for kitting out show week with their fleet.
Cupra came in knowing exactly what they wanted and how they wanted to show up in the space - which meant we could build a cohesive, impactful statement out of light and bold, simple branding touchpoints.
And the partnership didn't stop when the festival gates closed. This autumn, Beyond the Pale presents Club Cu-Cú x Cupra Pulse - two headline shows across the city over the coming months, with 2manydjs and DJ Seinfeld each fronting their own night. That's what a moment built to become a movement actually looks like: outliving the festival it started at.
More from a very busy summer, coming soon.
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