For eight days in August the streets around our office were closed to cars and handed over to the Fleadh. 1,653,999 people came. There was a good campaign behind it, but nobody came for the campaign. They came for the thing it was pointing at.

It’s left us with one test for everything we make. If this didn’t exist, would anyone notice it had gone?

Our MD David Nurse on what passes, what doesn’t, and what we do about it.