Rothco, part of Accenture Interactive, has created a heart-warming Christmas campaign for the DIY and homewares chain Woodies.
The campaign is being supported by a high impact 360 media strategy developed by Mindshare and Wolfgang Digital. The TV ad will also be supported across multiple channels including TV, VoD platforms and social media, while other elements of the ‘Acts of Homemaking’ campaign will be live across radio, digital audio and regional print.
The TV ad tells the story of an elderly woman – Mrs. Higgins – who is the matriarch of her community and is loved by her neighbours who also know her for her creaky front gate which is falling off at the hinges. As her neighbours decorate their homes for the festive season, an unexpected character fixes her gate while she is out doing her Christmas shopping, a reflection of how communities across Ireland are looking out for one another in what has been a very difficult year for many, particularly the elderly.
“We have seen first-hand how the small acts of homemaking have become a part of everyone’s lives, more so now than ever. ‘Mrs Higgins’ celebrates these acts happening across Ireland and the immense sense of community. Team Woodie’s feel privileged to be able to play a small part in helping make that happen,” says Suzanne Quinn, marketing & digital director, Woodie’s.
The film was shot over two days on a street aptly named Ebenezer Terrace and Rothco worked with director, Zak Emmerson and production company Butter to bring this heart-warming story to life.
“If ever there was a year to make small improvements to your home, this is it. And if ever there was a Christmas to look out for one another, this is the one. In this Woodie’s campaign we show how a simple act of home improvement becomes a beautiful act of kindness from one neighbour to another,” says Shay Madden, creative director, Rothco.
“As we all spend more time at home this Christmas, we wanted to deliver a media execution that ensures this story reaches all the homemakers of Ireland in impactful environments, no matter where they live, while also ensuring the role of Woodie’s in the ‘Acts of Homemaking’ are brought to life.” Adds Peter Flanagan, business director, Mindshare.
Credits:
Woodie’s
Marketing and Digital Director: Suzanne Quinn
Head of Marketing: Hilda Lyon
Head of Digital Marketing and CRM: Caroline Coughlan
Rothco
Agency Producer: Conor Hamill
Executive Agency Producer: Jess Derby
Executive Creative Director: Jen Spiers
Creative Director: Shay Madden
Creative Team: Siofra Murdock, Rob Cummins, Elaine Joyce and Shay Madden
Account Director: Emily Lyons
Account Manager: Amy Harrington
Account Executive: Anna Byrne
Strategy: Joe Ronan, Shane O’Leary
Photographer: Alex Sheridan
Production Company: Butter
Director: Zak Emerson
Executive Producer: Michael Duffy
Producer: Glen Collins
Production Coordinator: Erica Gurnee
Director of Photography: Luke Jacobs
Production Designer: Ferdia Murphy
Post House: The Quarry
Sound: Will Farrell, Screen Scene
Producer: Glen Collins
Production Coordinator: Erica Gurnee
Director of Photography: Luke Jacobs
Production Designer: Ferdia Murphy
Post House: The Quarry
Sound: Will Farrell, Screen Scene
Music: David Schweitzer
Wolfgang Digital
Senior Client Lead: Beth Quigley
Deputy Head of Social: Anna Spyridopoulou
Mindshare
Business Director: Peter Flanagan
Senior Account Manager: Naomi Togher
Digital Performance Manager: Iarla Duignan
Strategy Director: Stephen Power
PR agency:
Lindsey Holmes Publicity
Senior Account Manager: Sorcha O’Conner
Director: Lindsey Holmes
