This was our 2019 shortlisted entry to Cannes Young Lions.
Problem: Racism has become an everyday occurrence in Ireland and people are letting it happen. Get People to download the iReport app and prompt them to report racism when they witness it.
Solution: We cerated a simple (you’ve seen it before) shampoo style advert but with an African protagonist. We use innovative use of the surround sound in cinema and as the ad is playing out on screen we start to hear racial comments coming from the audience. The use of surround sound in cinema is key to this concept. You may only hear a couple of comments throughout depending on where you are sitting but everyone will hear the final comment.
Cannes Young Lions 2019
Art Director: Dean Ryan
Copywriter: Michael Whelan
Brief: Create a DM for any charity.
Solution 01: Game Changer
The odds of winning any prize on a scratch card in Ireland are currently at 1 in 4. While pretty good as far as lottery odds go, these are pale in comparison to the odds of being affected by cancer in your lifetime - 1 in 2.
We created 4 scratch cards for the 4 judges and let our insight do the work upon the cards being scratched.
Solution 02: Grayons
The public framework providing mental health services for children in Ireland is in a crisis. It is reported that 2,560 children are currently on the Child and Mental Health Services.
We needed an accessible way to help parents open a conversation with their children around the topic of mental health, so we decided to use an everyday childhood activity as a metaphor for an often overlooked topic, giving parents the tools to notice mental health symptoms in their children.