The world’s first tourism campaign made with the heart-rate data of its visitors

Client:

Tourism Ireland

Brief:

Show ‘culturally curious’ couples aged between 35-45 how Ireland can fuel the soul and leave them feeling full of life.

Creative:

As part of an experiment, we invited a real married couple (who had never visited before) on a trip to Ireland, wearing custom-made technology to track their physiological responses along the way.

The couple were hooked up to covert heart-monitors, which were linked to a head-mounted camera that captured all of their experiences.

The data provided by these heart-rate monitors determined what footage featured in the advertising.

The result is a campaign that proves the heart-filling effect that Ireland has on its visitors.