The Brief: With the increase of international taxi companies coming into Ireland, mytaxi wanted a campaign to show their drivers were local.

The Idea: Our insight was that people live for their club and county, and being a fan is part of your local identity. We wanted to capture the little nuances that made a local taxi local.

The Result: We saw a 19% uptake in passenger rides in the targeted Cork, Limerick, Galway and Dublin regions.