Joy of Digital Award: A feel-good Irish road trip that’s made for digital

This month’s Joy of Digital Award goes to ‘Coast to Coast: The Scenic Route’ – a brilliant, branded content series that sees comedians Babatunde Aléshé and Finlay Christie take a laugh-filled road trip across Ireland’s most iconic coastal routes (watch below). 

Created by Tourism Ireland and Channel 4, in partnership with The Guardian, the digital-first campaign blends travel inspiration with plenty of laughs, resulting in a format that feels genuinely original and endlessly scrollable. From sheep herding to seaweed baths, the series is packed with personality and purpose – inviting viewers to explore the Causeway Coastal Route and Wild Atlantic Way through the eyes of two well-matched comic travellers to spark cultural curiosity and build a genuine connection with audiences. 

“What makes this campaign stand out is that it doesn't lose sight of the magic of storytelling,” said Joy, Chief Digital Cheerleader and Chair of the Joy of Digital Awards. “It’s beautifully shot, cleverly edited and properly funny – but also shows how brands can use digital to spark cultural curiosity. Whether you’re watching on YouTube, TikTok or Instagram, it’s designed to delight and inspire. Digital marketing doesn’t get much more feel-good than this.” 

The campaign is live across Channel 4’s social platforms and supported by The Guardian’s travel content, including themed itineraries, interactive maps and audio ads voiced by the comedians. Produced by Strong Watch Studios with media strategy from OMD UK, Coast to Coast aims to inspire millions of Brits to consider Ireland for their next getaway – and it does so with charm and warmth. 

The Joy of Digital Award celebrates imaginative, innovative digital campaigns that push boundaries and bring big ideas to life online. 

Find out more about the Joy of Digital Award and past winners here.