IRISH-LANGUAGE ORGANISATION Conradh na Gaeilge started running evening Irish classes this week.
So they had a big banner made up to promote them, and stuck it outside their offices on Harcourt Street.
On Tuesday morning, they arrived to find the sign gone.
They say they looked back at their CCTV, to find this from 3.14am that night.
And they reacted in the best possible way: By turning the footage of their sign being robbed into a rather good video promoting their classes.
Nice work, Conradh na Gaeilge. Nice work.
(Either that, or this is possibly the first ever fake viral marketing campaign as Gaeilge. In which case, we say fair play.)
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