To celebrate Amazon.ie’s first Holiday season since launching in Ireland, Harris PR was tasked with highlighting how shopping with Amazon.ie can take the stress out of Christmas with convenience, affordability, selection, value and Prime membership, while building a buzz for the biggest shopping moments of the year: Black Friday and Cyber Monday.
In a period increasingly dominated by noisy, bright and bold festive campaigns, we wanted to deliver a softer, more heartfelt approach. Through research we uncovered that Irish people recognise that the festive period can be a lonely time for many, and that the act of giving can be a powerful driver for human connection. These insights lay at the heart of our campaign.
We developed a creative concept ‘Christmas Connections delivered by Amazon.ie’ to celebrate small but powerful moments that bind Irish families and friends, even if they are separated physically. Producing a short film on the theme of connection helped to shine a light on loneliness, reminding audiences to check in with loved ones, elderly neighbours and those in their community who may need the hand of friendship.
Amazon.ie collaborated with Friends of the Elderly to highlight this important issue, donate to the charity, and centre two of its members, John and Brian, at the heart of the short film, showcasing their authentic memories of Christmas of old. Traitors Ireland winner Oyin Adeyemi became our campaign ambassador. Oyin, who has a strong relationship with her granny living abroad, complemented the film’s theme with her own story, providing interest to secure media interviews.
National media coverage spanned print, broadcast and online outlets such as Virgin Media’s The Six O’ Clock Show, Evoke, Irish Mail On Sunday, Business Plus, Today FM and VIP Magazine. Earned social coverage deriving from the various strategic angles of the campaign further drove organic sharing and reach.
Rather than feed into the saturated Black Friday and Cyber Monday news cycle, we instead challenged audiences to disconnect from their hectic lives and watch the 12-minute film as a reminder of the important things in life.
Bringing the audience on a rollercoaster of emotions from sad to hopeful, the overwhelming positive sentiment towards the content showed that Amazon.ie delivers more than just parcels, it delivers connection.
Denny brings a rich and varied background across PR, HR, and theatre production, with PR agency experience and an in-house role with The Gate Theatre, as well as several roles in the HR sector. After taking time to travel and pursue further studies, he returned to the world of PR in 2025, joining the Harris PR team where he supports clients in the food, motoring, retail, festivals & events, and NFP sectors.
Denny’s creative waters run deep, and his communication skills, signature energy and collaborative approach make him an invaluable addition to the team.
Vika joined Harris PR following her selection as the recipient of the 2025/26 Harris PR Diversity, Equality and Inclusion Bursary, developed in partnership with the Public Relations Institute of Ireland (PRII) and the Open Doors Initiative. Originally from Ukraine and displaced by war, Vika came to Ireland in 2022 and brings over eight years of experience in communications including a wealth of strategic insight, creativity, and international perspective.
As part of the Bursary, Viktoriia is completing the PRII Diploma in Public Relations, combining academic study with hands-on agency experience at Harris PR, where she supports clients in the retail, health & wellness, festivals and NFP sectors.
Eve is a skilled communications specialist who joined Harris PR in 2026 bringing extensive experience in strategic PR across the business, technology, and consumer sectors.
Eve previously spent over four years at tech-focused communications agency Beachhut PR, where she delivered strategic positioning, executive profiling, and global media relations for high-growth companies and multinational brands, often translating jargon heavy language into clear messaging. Her experience spans fintech, automotive, e-commerce, Web3, med-tech, supply chain, and enviro-tech industries.
She plays a key role in shaping and delivering integrated communications strategies, working closely with clients to build strong narratives, deliver insight-led storytelling, and drive meaningful media engagement.
Emma started her career in Internal Communications before undertaking a Masters in Public Relations and Strategic Communications. She moved on to become a Public Relations Manager in a fast-paced retail environment for over two years before joining Harris PR in 2025.
Experienced in delivering and executing PR campaigns across corporate, consumer and sustainability communications, whilst nurturing brand reputation, Emma manages clients in the health & wellness, retail, festivals and NFP sectors. A true media relations pro, her passion lies in storytelling and identifying news angles that will generate positive coverage while landing key messages.
With over 20 years’ experience, both agency and in-house, Niamh is a versatile and passionate PR expert who joined the Harris PR team in 2020.
During the course of her career she has worked with a broad range of corporate entities and consumer brands from industries spanning retail, telecoms, and FMCG, and has been the recipient of a number of PRCA awards in recognition of her work. She later served on the judging panel for the annual industry awards for several years.
Niamh specialises in strategy, planning, media relations and influencer management at Harris PR, and is the account lead for a number of brands in the retail, food & beverage, health & wellness and travel & tourism sectors.
Sonia established Harris PR in 2009, following a decade in agency PR and three years as a journalist with the Sunday Independent. Her vision is to provide a truly people centric service, delivering standout creative work that moves the dial, while acting as an extension of client teams
While taking an active role in client work, alongside running the business, Sonia is responsible for strategic counsel, creative oversight and KPI delivery. She has advised multinationals, start-ups, NFPs, and more over the course of her career and is deeply committed to advancing the PR industry by investing in talent and building an agency culture rooted in fairness and inclusivity.
Sonia is committed to advancing DEI in the PR Industry, and recently commissioned research and prepared the first benchmark report and toolkit for employers on the state of DEI in PR Ireland. An active member of the PRII, and co-founder of the DEI PR Bursary now in its third year, Sonia has recently joined the board of the PRCA, and is committed to driving more inclusive hiring and workplace practices throughout the industry.
