The One Show
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Category
Ambient / Non-Broadcast Video
Annual ID
OS_DI17080M
About the Work
At the start of all great sporting occasions the fans observe the ‘National Anthem’. It’s a shared act of patriotism, unity and respect. In Ireland, 50,000 passionate fans sing, ‘Ireland’s Call’ before every 6 Nations rugby match and it was this moment that team sponsor, Three, hijacked for the homeless. Just as the fans we’re readying themselves to sing an anthem about inclusion and unity, we played a short film on the giant stadium screens that featured Ireland’s most excluded citizens, soberly narrating the lyrics. The film purposely turns the beloved anthem on its head and imbues the lyrics with powerful new meaning. By playing our homeless anthem before the real anthem, we got Irish citizens to think again about the homelessness crisis. We raised €15,000 and encouraged everyone to stand “shoulder to shoulder” to “fight until we can fight no more” to help those whose call is never answered.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Boys and Girls / Dublin
Production Company
Pull The Trigger / Dublin
Screen Scene / Dublin
Locky Butler / Dublin
Media Company
Mediavest / Dublin
Creative Director
John Kilkenny
Director
Richie Smyth
Executive Creative Director
Rory Hamilton
Photographer
Richie Smyth
Producer
Max Brady
Sound Designer
Locky Butler
Writer
Kris Clarkin
Agency Producer
Derek Doyle
Creative Team
Patrick Meade
Pat Stephenson
Caroline Keogh
Alicia Coyle
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