The Public House has launched a new campaign for Cadbury urging the public to show their support for women’s football across Ireland.
Called “Become A Supporter & A Half”, the campaign is “a rallying call from Cadbury to not just passively support women’s football but to go the extra mile in getting behind them, in all areas, at all levels.”
The new campaign runs across OOH, social and digital and the hero film, shot by female director duo JAK, features players from two grassroots teams and the women’s national team. Mixing a combination of in-camera, and post special effects, as well as a bespoke score by Otis Studios, it’s a high energy call-to-action for fans and players alike.
As part of the campaign, grassroots clubs were asked for stories of their best ‘Supporter & A Half’s’. They were integrated into the campaign, bringing their support to life in a way that feels reflective of the reality of clubs around the country, according to The Public House.
According to The Public House, “the campaign was fuelled by insights gleaned from surveys and focus groups with players, coaches and volunteers from grassroots women’s teams around the country. It was clear from these conversations that although funding is vital to the growth of women’s football in this country, support for both the national team, and on a local level is also key. Players pointed to the massive impact that community members can have by volunteering at the club, or attending matches.”
“We really loved last year’s ‘Become a Supporter and a Half’ campaign and we are thrilled to see it come to life once again across multiple platforms,” says Eileen Leahy, marketing activation lead, Cadbury Sponsorship, Cadbury Ireland.
“Our aim was to break down the barriers that women’s grassroots football teams face today and we’re proud of the positive effect that the campaign had, so this year we’ve gone bigger and better. We are really looking forward to seeing who the winning clubs will be and how the prizes will impact their clubs.”
Dillon McKenna, creative director at the Public House adds: “There’s a real buzz around women’s football in Ireland at the moment. From grassroots all the way to the national team, you get a sense that we’re witnessing the beginnings of something really special in the sport. We wanted to capture this positivity with a campaign that implores the viewer to get behind their team, whether local or national, and support in any way they can. Given that a lot of the players, and supporters volunteered their spare time to help make this happen, we’d like to extend a sincere thank you to everyone involved.”
Credits
Agency:The Public HouseCredits THE PUBLIC HOUSE
Creative Director: Dillon McKenna
Art Director: Rudy Godfrey & Danny Cullen
Senior Copywriter: Mikey Curran
Copywriter: Karl Graham & Blaise Hoban
Junior Copywriter: Patrick Dunne
Senior Designer: Trevor Nolan
Designer: Molly Devlin
Motion Designer: Kevin Hughes
Agency Producer: Claire Boylan
Managing Director: Catriona Campbell
Group Account Director: Terri Turner
Account Manager: Tori Campbell
Account Executive: Siddharth Aghi
Strategy Director: Sarah Walsh
Junior Strategist: Rohan Pipalwa
Client: Cadbury
Marketing Activation Lead Cadbury Sponsorship: Eileen Leahy
Junior Brand Manager: Sandrine Dahmani
Production: Knucklehead
Director: JAK
Exec Producer: Matthew Brown
Producer: Helen Hayden, Big Fish Productions
DoP: Joseph Ingersoll
Production Designer: Giovanna Chiarella
Editor: Meg Thorne, The Quarry
VFX 2D artist: Rob Chandler
VFX 2D artist: Ed Poulson, Daydreamer
VFX Exec Producer: Cat Hammond, Daydreamer
Conform: Nuval Jolly
Grade: Mark Horrobin
Sound: Scott Little & Nick Olsouzidis
Post Producer: Andy Salem
Track composition: Otis Studios
Photography: Adrian Wojtas
Make-Up Artist: Jeanne Salord
Stylist: Oyindamola Animashaun
Stills Assistant: Anita Hopkins & Karolina Złocka
PR: FleishmanHillard
Director and Head of Brand Marketing: Gill Madden
Client Manager: Grace Shields
Client Manager: Norah Ferris
Client Executive: Ava McEvoy
MEDIA AGENCY CREDITS: SPARK FOUNDRY, PART OF CORE
Business Director: Simone Parfrey
Client Director: Lynn Callan
Senior Client Manager: Shauna Barry
Senior Digital Client Manager: Aoibhinn Raleigh
