When Marks & Spencer were poised to enter the Irish market in 1995, Ireland's larget reatailler, Dunnes Stores, were worried. In a pre-emptive strike they commissioned the Boyle Design Group and me to create this campaign.

It was the start of a series of ads which not only strengthened Dunnes position through an increase in perceived quality and value, it effectively relaunched the textile departments and actually led to a massive increase in sales.