Rothco, part of Accenture Interactive has rolled out a new campaign for Woodies to raise awareness of the retailer’s fund-raising initiative, Woodies Heroes.
The initiative, which has been running for the past six years, raises money to support four childrens’ charities each year. For 2021 these charities are Barnardos, Down Syndrome Ireland, Autism Assistance Dogs Ireland and Childline.
Each year, over the course of one month, colleagues from Woodie’s help raise donations for the chosen charities and to date they have raised over €2m.
This year’s featured charities offer different services, which is why Rothco wanted to tie them together under one meaningful idea – a nightlight; the perfect symbol to reflect how they’re always there, looking out for kids and families across Ireland.
The agency created a 40” spot, which shows a family under the nightlight’s watchful eye and sisters enjoying the happy childhood all kids deserve. The wise and caring owl, who is watching over them day and night, symbolises these charities and their round the clock work. The nightlight also scrolls through four distinct colours, representing each of the charities.
Rothco worked with Motherland to design and produce the nightlight featured in the film and the campaign will run across TV, radio, social and OOH.
“Our Woodie’s campaigns always have an everyday household object at their heart. We choose to have a nightlight at the centre of this piece to represent the amazing children’s charities that Woodie’s is supporting in their ‘Heroes’ campaign. The owl is the perfect symbol. It not only glows four different colours to represent the four different charities, but it also provides a constant reassuring presence for the children and their families, reflecting the support these amazing charities provide all year long, says Shay Madden, creative director of the agency.
Client: Woodie’s Ireland
Marketing & Digital Director: Suzanne Quinn
Head of Marketing: Hilda Lyon
Head of Digital and CRM: Caroline Coughlan
Brand and Communication Manager: Rachael McKenna
Brand and Communications Executive: Hannah Armstrong
Agency: Rothco, part of Accenture Interactive
Global Executive Producer: Jess Derby
Senior Producer: Laura Cahill
Agency Producer (Post Production): Conor Hamill
Executive Creative Director: Jen Spiers
Creative Director: Shay Madden
Copywriter: Lisa O’Hanlon
Art Director: Edel Quinn
Account Director: Emily Lyons
Account Executive: Anna Byrne
Senior Account Manager: Amy Harrington
Strategy: Joe Ronan, Lucy Remitz
Photographer: Enda Bowe
Production Company: Motherland
Producer: Keith Bradley
Director of Photography: Piers McGrail
Offline Post House: Motherland
Online Post House: Screen Scene
Sound: Will Farrell, Screen Scene
Music Composition: David Schweitzer