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Tourism Ireland's first major global campaign in seven years drew on a couple's real heart rate data to determine what footage would be used in the ad.

Created by Publicis London, the spot introduces a new brand tagline, "Fill your heart with Ireland" and illustrates that idea quite literally. A real-life married couple was linked to heart-rate monitors and head-mounted cameras while holidaying throughout Ireland. The work was written by James White, art directed by Henry Finnegan and directed by Patrik Gyllström through B-Reel.