The Brill Building’s paddy portraits

Conceived as a creative arts partnership between Irish agency The Brill Building and photographer Ross O'Callaghan for Irish holiday St Patrick’s day, this innovative campaign aims to subvert stereotypes associated with the derogatory term ‘Paddy Irishman’. 

Titled The Paddy Irishman Project, the initiative involved the agency claiming worldwide rights to the phrase, which has long been used to impose the image of a drunk, straight, white men as the face of the country's male population. 

At the heart of the campaign are seven stunning Paddy Portraits by O’Callaghan, which reflect the true diversity of cultures, ethnicities, sexualities and careers of contemporary Irishmen.