MyHome.ie launches €400,000 ad campaign

Specialist street-view cameras were used for the property company’s new television ad

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."

Laura Slattery

Laura Slattery

Laura Slattery is an Irish Times journalist writing about media, advertising and other business topics