More than 31 million Americans claim Irish descent, which is a tantalising prospect for a Dublin museum that explores and celebrates Irish emigration. To attract visitors from the other side of the pond, EPIC took The Pogues’ Fairytale of New York, an unofficial emigrants anthem, and brought it to life.

36 years after Shane MacGowan sang “the boys of the NYPD choir singing Galway Bay”, we went to New York and had them do it for real. The resulting PR campaign achieved unprecedented reach for EPIC — a PR reach of 9.1m, 1 million film views, and goosebumps all around.