MyHome.ie launches €400,000 ad campaign

MyHome.ie's new €400,0000 advertising campaign has "this crazy, trippy, planetoid look", says Gavin Kelly of Piranha Bar, the agency that produced its new 30-second television spot.

The "MyHome MyWorld" campaign, which originated from creative agency Havas, used a specialist 360-degree camera called the Ladybug 5 - similar to those employed by Google Street View map compilers - to capture street-views from 22 locations in Ireland.

The Ladybug system collects images from six cameras and collates them into a spherical view. “It looked like a giant limpet on top of a smart car,” says Kelly. As the ad is “not about the car”, it then had to be removed from view, which was “quite a technical feat”.

A "making of" video will be placed on MyHome.ie, which is owned by The Irish Times. The post-production process was lengthy, adds Kelly: "We were sent files that were 8,000 pixels wide. To put that into perspective, HD is 2,000 pixels wide."