Home Campaigns Rothco Supports Woodies Heroes With New Cross Platform Campaign

Rothco Supports Woodies Heroes With New Cross Platform Campaign

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

Director: P.O.B

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

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