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2017

Fáilte Ireland Ancient East Bedtime Story

Company Rothco
Client Fáilte Ireland
  • Commended
    2 Film: TV, Cinema, Web - TV Commercial (Over 30 seconds)
Business Director
Jimi McGrath
Account Director
Audrey Kelly
Account Manager
Hazel Irwin
Account Executive
Karen Kenny
Art Director
Stephen Rogers
Copywriter
Shane O'Brien
Executive Creative Director
Alan Kelly
Agency Producer
Laura Ellis
Executive Producer
Margaret Levingstone
Head of Strategy
Patrick Ronaldson
Strategy
Fay Quilligan
Digital Strategy
Emer Fitzgerald
Head of Social
Amy Lyons
Production Company
Red Rage Films
Production Company Producer
Gary Moore
DOP
Ivan McCullough
Music
Villagers – “That Day”
Photographer
Kevin Griffin
Post–Production Company
Screen Scene
Editor
Jake Walshe
Colourist
Gary Curran – Outer Limits
Sound
Mark Richards - Mutiny
Marketing Director - Fáilte Ireland
Noel-John McLoughlin
Head of Marketing and Digital - Fáilte Ireland
Daragh Anglim
Head of Ireland’s Ancient East – Fáilte Ireland
Jenny De Saulles
Business Director
Jimi McGrath
Account Director
Audrey Kelly
Account Manager
Hazel Irwin
Account Executive
Karen Kenny
Art Director
Stephen Rogers
Copywriter
Shane O'Brien
Executive Creative Director
Alan Kelly
Agency Producer
Laura Ellis
Executive Producer
Margaret Levingstone
Head of Strategy
Patrick Ronaldson
Strategy
Fay Quilligan
Digital Strategy
Emer Fitzgerald
Head of Social
Amy Lyons
Production Company
Red Rage Films
Production Company Producer
Gary Moore
DOP
Ivan McCullough
Music
Villagers – “That Day”
Photographer
Kevin Griffin
Post–Production Company
Screen Scene
Editor
Jake Walshe
Colourist
Gary Curran – Outer Limits
Sound
Mark Richards - Mutiny
Marketing Director - Fáilte Ireland
Noel-John McLoughlin
Head of Marketing and Digital - Fáilte Ireland
Daragh Anglim
Head of Ireland’s Ancient East – Fáilte Ireland
Jenny De Saulles

When people take domestic holidays in Ireland, they typically head West. However, there is a whole region in the East with a myriad of destinations and attractions that people are missing out on. So Fáilte Ireland created Ireland’s Ancient East – a new tourist region to develop the domestic tourist market in the East of Ireland.
The challenge with the region was that most Irish people had visited the area before, either as children or driving through it as a commuter corridor, and they believed they already knew what it had to offer. So, in creating this campaign we wanted to show Ireland’s Ancient East in a completely new way – rather than the green fields, cobblestoned streets and laughing people drinking Guinness typical of previous Irish tourist advertising. We wanted to give people a powerful, emotional reason to reassess the area and create a desire to visit Ireland’s Ancient East with their own children.
One of the most unique things about Ireland’s Ancient East are the stories you hear while you are there. Every visit will unearth some new gem or story that you will continue to retell for years after. And so the idea of our campaign was born – Great stories stay with you forever.
In order to bring the richness and longevity of these stories to life, we created a film entitled “Bedtime Stories” about a little boy who can’t get to sleep.
His dad begins to tell him stories from a big orange book and they are transported to the wonderful landscapes of the region. They see Vikings battle in Dunmore Cave in Kilkenny, and IRA soldiers transported to the grim prison on Spike Island. They see an early Christian monk lighting beacons at the sight of the world’s oldest lighthouse at Hook Head, and an ancient Druid incanting on a Dolmen in the Cavan Burren.
Finally the little boy opens the book to read it by himself. To his surprise, the pages are blank. He smiles in admiration as he realizes that all the stories came from his dad’s own memories of Ireland’s Ancient East.

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