Healthy Ireland has launched the brand’s first awareness campaign since its inception in 2013. Titled ‘Joe didn’t know’, the campaign was created by TBWA\Dublin.
The 30 second TV spot tells the story of average Joe, whose relationship with his couch is just a little bit too comfortable. Joe wants to make a change to get healthier, but with so much information available on the topic of health and wellbeing, Joe doesn’t know where to start.
Joe’s friend Flo has already started her health journey with Healthy Ireland and with her help, Joe gets off the couch to the world outside, where he meets the rest of the country on different stages of their health journey.
A Healthy Ireland survey revealed that 92% of Irish people want to make a change to improve their health and wellbeing. As a Government-led initiative, Healthy Ireland is the trusted source of information on mental wellbeing, nutrition and physical health, bringing the best resources together in one handy place.
OOH, digital, PR and event activations will support the main TVC, which will also run in cinemas.
Client: Healthy Ireland
Product: Healthy Ireland
Title: ‘Joe Didn’t Know’
Client: Sheila Caulfield (Communications Project Lead, Healthy Ireland) / Fiona Gilligan (Communications Project Lead, Healthy Ireland)
Creative Director: Des Creedon
Art Director: Cian Tormey
Copywriter: James Groarke
Agency Producer: Ana Baena Sanchez
Account Director: Rebecca Clarke
Account Manager: Ronnie Ohana
Account Executive: Katie Corscadden
Strategic Planner: Lucy Remitz
Social Media & Content Specialist: Tomas McCabe
Production Company: Piranha Bar
Direction & Design: Richard Chaney
Producer: Clíodhna Long
Illustrator: Diarmuid Ó Catháin