Home Campaigns Ad of the Week Rothco/Electric Ireland & Pieta House

Rothco/Electric Ireland & Pieta House

With this year’s annual Darkness Into Light fundraising event for Pieta House cancelled due to ongoing restrictions, Rothco | Accenture Interactive created a film for Electric Ireland – the charity’s partner and Pieta which tells the inspiring story of John and Gertie Fox who tragically lost their son Fergal to suicide in 2008.

Even in the depths of despair following Fergal’s death they found a flicker of hope when they became part of the committee at Pieta House that created Darkness into Light – a charity walk that begins in the pre-dawn darkness and ends as the sun rises to welcome a new day.

According to Stephen Rogers, creative director of the agency:  “Telling the story of Johnny and Gertie, the founders of Darkness into Light, felt like the perfect way to highlight to the public the vital work of Pieta, the importance of the walk itself and the hope that pours from it, once the walk was cancelled due to COVID-19.”


Client:   Electric Ireland
Agency:  Rothco | Accenture Interactive
Producer: Karina Cotter
Creative Director: Stephen Rogers
Creative Team: Barry Sweeney / Jack Robertson / James Pash / Matt Evans
Business Director: Katie Oslizlok
Account Director:  Alan McQuaid / Kerrie Sweeney
Account Manager: Annie McBride / Scott Lawless
Strategy: Darius Pasalar / Joe Ronan
Music: Gareth Averill
Director: Zack Razvi
DOP: Narayan Van Maele
Editor: Rob Hegarty
Grade: Outer Limits
Sound:  Mutiny

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