The Irish Examiner’s Budget Supplement is popular and well regarded, so for Budget 2026 we wanted to build awareness of the coverage the paper would deliver on the day.
Every budget is a delicate balancing act, and this year the government was working amid uncertain economic winds. We captured that in “Budget Jenga”: a tower of blocks, wobbling and on the verge of falling. It’s an image everyone understands instantly, and the social video leaves the tower swaying so that you wait to see what gives. That’s exactly the feeling readers have on budget day, and the paper promises to tell them what stays standing.
The campaign ran across press, outdoor and social media video, and on budget day the paper sold out across the country.
