Core creates unique campaign conveying the importance of hand hygiene for Airmedica

  • Concept utilises UV paint, powder, lighting and contemporary dance to help reignite diligence in hand hygiene during lockdown

Core, Ireland’s largest marketing communications company, has developed a new campaign for Airmedica, the leading Irish brand in personal protective cosmetics, to promote the company’s first consumer facing product “Total Hand Shield System”. 

The “The Power of Touch” campaign, which was shot and produced under strict Covid restrictions, communicates a simple but strong message about the importance of hand hygiene through a powerful visual metaphor that uses UV paint, powder, lighting and contemporary dance.

As a proud Irish producer, Airmedica were committed to using local talent in the creation of this concept. As a result, the piece is directed by Keith Hutchinson of H2 Films, choreographed and performed by Cork dancer Andrea Williams and features music by Irish musician, Talos.

Speaking about the new campaign, Breffney O’ Dowling–Keane, Market Development Manager, from Airmedica commented: The aim of this campaign was to launch the brand with a beautiful, shareable, thought provoking piece that would reignite diligence in hand hygiene as we make our way through another lockdown. Creating a campaign during lockdown was always going to be challenge. From the offset, the team at Core were fantastic to work with and had a clear understanding of our campaign objectives and were able to approach it a little differently with the digital angle.”  

Liam Wielopolski, Executive Creative Director at Core added: “We were tasked with creating a unique digital campaign on a limited budget. In order to create the ultimate impact, we used UV paint, powder and lighting in a creative way to highlight the efficacy of the new hand sanitizer as a powerful disinfectant against the coronavirus.”

Client Team:

Creative Agency:                       Core Creative

Production Company:                H2 Films

Director:                                    Keith Hutchinson

Producer:                                  Jack Armstrong

Client Director:                          Jo Mullins

Agency Producer:                      Fiona McGarry

Senior Copywriter:                     Laura Fitzgerald

Senior Art Director:                    Darragh Julian

Executive Creative Director:       Liam Wielopolski

Strategy Director:                      Jay Reid

Client Partner:                           Fiona O’Sullivan

Media Planners:                        Jamie Fulham, Ali Donnelly

Music:                                       Talos “In Time” (composer Eoin French)

Dancer:                                     Andrea Williams

To view Airmedica’s new advert please visit:

Core employs a team of 310 people and consists of nine practices – Creative, Data, Investment, Learning, Media (comprising of Mediaworks, Spark Foundry, Starcom and Zenith), Recruitment, Research, Sponsorship and Strategy. Core has been voted Agency Network of the Year for the last six years at the Media Awards and the company was also recently voted one of the top workplaces in Ireland by the Great Place to Work Institute for the tenth year running.

For further details, please check out