A Global toolkit featuring a suite of banners was created with the campaign line - Go where Ireland takes you. Interactivity is at the heart of all the executions demonstrating the experiences you can find yourself having when visiting Ireland, the places to go, things to see and do, the people you meet along the way - demonstrating all the wonderful things that Ireland has to offer. When the banner is rolled over, it expands allowing the user to interact with the locals. In this case, the locals are crabs. The crabs try to grab the user´s cursor. The crab that does is unlucky - he ends up on a plate! This serves to illustrate just how fresh the seafood is that Ireland is famous for.