The Secret of Fullfullment – McDonnells Curry Sauce

Boys + Girls promise “Fullfullment” as they reveal the cult of McDonnells Curry Sauce

Boys + Girls (www.boysandgirls.ie)  Ireland’s largest independently owned creative agency, has revealed a dramatically different but still tongue-in-cheek new campaign for McDonnells Curry Sauce. The new 60 second TV film has just launched and will be supported across TV, radio, social, outdoor, digital and print.

In their latest instalment, the fourth in the series, Boys + Girls finally lift the lid on the underground practices of the McDonnells curry cult and those that give themselves openly to a life filled with Chippus Currius and finding “The Secret of Fullfullment“.

Reflecting the cult-like status the brand has achieved in over three decades, the TV film opens in a darkened, candle-lit setting where we encounter a mysterious group of hooded people wearing elaborate red robes and chanting the words “Chippus Currius”

Shot on location in Bulgaria by Pull The Trigger’s Chris Cottam, Oscar winning graphic designer Annie Atkins created the Sigil (magic symbol) that features so prominently in the imagery while John Walsh on music “whipped the cries and OOOH’s of joy” from the cult followers into one melodious earworm.

Kris Clarkin, Creative Director, Boys + Girls said: “McDonnells is the only choice for true believers who want the finest curry sauce. It’s one of the reasons that it’s leader of its category.

“We have reflected that fervent enthusiasm for the brand in an eye-catching piece of work that uses intrigue and comedy in equal measure to grab attention and get noticed.”

Credits:

CLIENT: BOYNE VALLEY
Head of Marketing: Sandra Gahan
Senior Brand Manager: Ann-Marie Brady

AGENCY: BOYS + GIRLS
Executive Creative Director: Rory Hamilton
Creative Director:  Kris Clarkin
Art Director: Katie Kidd & Bex McNally
Copywriter: Georgia Murphy
Junior Art Director: Cian O’Connell
Group Account Director: Pat Stephenson
Head of Strategy: Margaret Gilsenan
Account Director: Louise Hegarty
Account Executive: Jelena Stancevic
Head of Production: Derek Doyle
Producer: Sarah Chadwick
Designer: Maxi McDonnell
Sigil Designer: Annie Atkins

PRODUCTION COMPANY: PULL THE TRIGGER
Director: Chris Cottam
Executive Producer: Max Brady
DOP: Simon Hawken
Post-Production: Windmill Lane
Editor: Lee Hickey
Sound Studio: Mutiny
Soundmix : Mark Richards
Composer: John Walsh