After the enormous success of the Wild Atlantic Way, Fáilte Ireland were looking at the possibility of a difficult second album. So when it came to launching Ireland’s Ancient East, they asked Rothco to help them to create a completely unique campaign to launch their new brand.
The challenge with Ireland’s Ancient East is that people believe they already know all that the region has to offer. So how do you make people reconsider somewhere they think they already know? You have to show it to them in a new way.
One of the most unique things about Ireland’s Ancient East are the stories you hear while you are there. You can visit again and again and always learn something new or amazing. Did you know the bones of St Nicholas are buried on a farm in Kilkenny? Or that both the oldest and youngest soldiers to die in World War 1 were from Waterford? Or that the oldest working lighthouse in the world is in Wexford? Every visit will unearth some new gem or story that you will continue to retell for years after. And thus the idea of our campaign was born…
Great stories stay with you forever.
In order to bring to life the richness and longevity of the stories of Ireland’s Ancient East, we created a 60 second TV commercial entitled “Bedtime Stories” about a little boy who can’t get to sleep. His dad begins to tell him stories from a big orange book and they are transported to the wonderful landscapes of Ireland’s Ancient East. The twist comes at the end when we reveal where the stories are really from.
Commenting on the campaign, Business Director Jimi McGrath says ‘This campaign is our first production with Fáilte Ireland since we were awarded the business at the end of 2015. Ireland’s Ancient East presented a great opportunity to do something different in the category and the team in Fáilte Ireland had a real desire to break with the norms. We needed to go beyond the cliché of just pretty locations and land a big idea that great stories stay with you forever. The integrated campaign is further brought to life through fantastic collaboration with our partners in Mindshare, The Reputations Agency and In The Company of Huskies.’
The commercial was directed by D.A.D.D.Y (Mike Ahern and Enda Loughman), produced by Red Rage and features music from the Ivor Novello award winning Villagers – “That Day” recorded live at RAK for the album “Where have you been all my life?”
Client: Fáilte Ireland
Business Director: Jimi McGrath
Account Director: Audrey Kelly
Account Manager: Hazel Irwin
Account Executive: Karen Kenny
Art Director: Stephen Rogers
Copywriter: Shane O’Brien
Executive Creative Director: Alan Kelly
Agency Producer: Laura Ellis
Executive Producer: Margaret Levingstone
Strategy: Fay Quilligan
Digital Strategy: Emer Fitzgerald
Head of Social: Amy Lyons
Production Company: Red Rage Films
Director: D.A.D.D.Y (Mike Ahern & Enda Loughman)
Production Company Producer: Gary Moore
DOP: Ivan McCullough
Musis: Villagers – “That Day”
Photographer: Kevin Griffin
Post Production: Screen Scene
Editor: Jake Walshe
Colourist: Gary Curran – Outer Limits
Sound: Mark Richards – Mutiny