Home Campaigns The Secret of Fullfullment – McDonnells Curry Sauce

    The Secret of Fullfullment – McDonnells Curry Sauce

    Boys + Girls promise “Fullfullment” as they reveal the cult of McDonnells Curry Sauce

    Boys + Girls (www.boysandgirls.ie)  Ireland’s largest independently owned creative agency, has revealed a dramatically different but still tongue-in-cheek new campaign for McDonnells Curry Sauce. The new 60 second TV film has just launched and will be supported across TV, radio, social, outdoor, digital and print.

    In their latest instalment, the fourth in the series, Boys + Girls finally lift the lid on the underground practices of the McDonnells curry cult and those that give themselves openly to a life filled with Chippus Currius and finding “The Secret of Fullfullment“.

    Reflecting the cult-like status the brand has achieved in over three decades, the TV film opens in a darkened, candle-lit setting where we encounter a mysterious group of hooded people wearing elaborate red robes and chanting the words “Chippus Currius”

    Shot on location in Bulgaria by Pull The Trigger’s Chris Cottam, Oscar winning graphic designer Annie Atkins created the Sigil (magic symbol) that features so prominently in the imagery while John Walsh on music “whipped the cries and OOOH’s of joy” from the cult followers into one melodious earworm.

    Kris Clarkin, Creative Director, Boys + Girls said: “McDonnells is the only choice for true believers who want the finest curry sauce. It’s one of the reasons that it’s leader of its category.

    “We have reflected that fervent enthusiasm for the brand in an eye-catching piece of work that uses intrigue and comedy in equal measure to grab attention and get noticed.”


    Head of Marketing: Sandra Gahan
    Senior Brand Manager: Ann-Marie Brady

    Executive Creative Director: Rory Hamilton
    Creative Director:  Kris Clarkin
    Art Director: Katie Kidd & Bex McNally
    Copywriter: Georgia Murphy
    Junior Art Director: Cian O’Connell
    Group Account Director: Pat Stephenson
    Head of Strategy: Margaret Gilsenan
    Account Director: Louise Hegarty
    Account Executive: Jelena Stancevic
    Head of Production: Derek Doyle
    Producer: Sarah Chadwick
    Designer: Maxi McDonnell
    Sigil Designer: Annie Atkins

    Director: Chris Cottam
    Executive Producer: Max Brady
    DOP: Simon Hawken
    Post-Production: Windmill Lane
    Editor: Lee Hickey
    Sound Studio: Mutiny
    Soundmix : Mark Richards
    Composer: John Walsh

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