Building on the previous year’s campaign, we turned Orchard Thieves’ Obey Your Instincts platform into a travelling street game show.

Hosted on the streets, unsuspecting members of the public were invited to take part in instinct-led games, making split-second decisions for the chance to win prizes. The format leaned into spontaneity and impulse, bringing the brand platform to life through real reactions and unpredictable moments.

For those who did not encounter the game in person, in-feed competitions gave a wider audience the chance to follow their instinct and win prizes of their own.

Rolled out across reels, carousels and in-feed social content, the series evolved the campaign into a more ownable entertainment format across both street and social.

Creative Direction: Peggy O’Neill
Team: Niall Kelly, Jonathan Murphy, Gareth Byrne