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A 1989 Chevy Caprice NYPD squad car drove through the streets of Dublin last Wednesday, playing ‘Galway Bay’ and drawing curious glances from passers-by. This wasn’t a scene from a Christmas movie; it was part of EPIC's festive campaign, orchestrated by The Public House, which aims to bring the iconic Irish emigration anthem to life.

The famous lyric, "the boys of the NYPD choir were singing Galway Bay," from The Pogues Christmas classic ‘Fairytale of New York’, has long been an iconic line. The only catch? There was no NYPD choir, and Galway Bay was never actually sung - until The Public House made it happen for EPIC last year.

In an additional act of added generosity and festive spirit, this year EPIC have committed to donating €1 to Dublin Simon Community for every view of their music video (T&C’s apply). A cause that Shane MacGowan cared deeply for, notably his last performance at the 2021 Christmas busk was in their honour.

Aileesh Carew, CEO of EPIC The Irish Emigration Museum, commented, “The creation of this video and song last year reminded people of the power of music and storytelling to bring us together, especially at this time of year when we think of our loved ones far from home. This Christmas, we hope everyone will watch, share, and send this video to family and friends around the world, spreading the spirit of connection and togetherness that defines the Irish diaspora. By doing so, they’ll not only celebrate our shared heritage but also support Dublin Simon Community, a vital cause close to our hearts.”

Mikey Curran, associate creative director at The Public House added, “EPIC is a great place to understand Irish culture in a global context but this work proves they also have the ability to influence, reinvent and create culture too. That's a very powerful tool and a sign of even greater things to come.”

This work is another example of the agency’s anti-formula approach to building attention-grabbing work that is in line with their philosophy that ‘Boring Doesn’t Sell’. The independent creative agency works with a diverse portfolio of ambitious clients including FBD Insurance, 48 Mobile, Cadbury and Mediahuis.