New Brief: Positive Ireland

Positive Ireland.  Sounds easy, huh? Trust me, it's not.  For the first week or so I was having some serious trouble with this one.  It felt like I was jumping from idea to idea, but having no real concept behind any of it. 
What am I trying to promote? What is my message? - I had to keep asking myself these questions.  Before I could solve the problem, I had to understand it.

I did brainstorm after brainstorm (it's always good to get everything out of the head first..). Here are just a few:

Eventually I decided on promoting Ireland through its inland waterways...a little dull? Maybe.  But I'm pretty sure there's a way of making it interesting (and positive...and Irish...somehow :-D)

My message: Ireland has great inland waterways, use them!!!

So, thumbnail time...

(Trying to be quirky with the imagery here, but I really don't think its working)

I think these thumbnails don't really work as billboards.  I need a Copyline here, something good and catchy.  Also I think I need to make it clear what I'm trying to promote. 

You can't bottle what we got

What can people do on the waterways?

(I'll focus on 4 main activities, maybe doing a series of billboards)

Fishing - Swimming - Rowing - Sailing