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2017

Irish Defence Forces

Company Rothco
Client Defence Forces Ireland
  • Commended
    5 Innovation - Creative use of Media
Client
Defence Forces Ireland
Commandant
Pat O'Connor
Captain
John Forde
Captain
Ciara Ni Ruairc
Agency Producer
Emma Ellis
Agency
Rothco
Executive Creative Director
Alan Kelly
Lead Copywriter
Emma Sharkey
Lead Art Director
Ray Swan
Account Director
Katie Oslizlok
Strategy
Emer Howards
Production Company
Rothco
Director
Ray Swan
Director
Paul Power
Director of Photography
Martin Osbourne
Director of Photography
Paul Power
Director of Photography
Darach McHugh
Post–Production Company
Rothco
Editor
Paul Power
Composer
Gary Grant
Sound Mix
Mutiny
Client
Defence Forces Ireland
Commandant
Pat O'Connor
Captain
John Forde
Captain
Ciara Ni Ruairc
Agency Producer
Emma Ellis
Agency
Rothco
Executive Creative Director
Alan Kelly
Lead Copywriter
Emma Sharkey
Lead Art Director
Ray Swan
Account Director
Katie Oslizlok
Strategy
Emer Howards
Production Company
Rothco
Director
Ray Swan
Director
Paul Power
Director of Photography
Martin Osbourne
Director of Photography
Paul Power
Director of Photography
Darach McHugh
Post–Production Company
Rothco
Editor
Paul Power
Composer
Gary Grant
Sound Mix
Mutiny

We discovered FIT was the barrier. The majority assumed they wouldn’t be the right fit for the Army. With sniper-like data mining we found a qualified minority: dissatisfied, job-bound young women who played contact team sports.

Hyper-targeting them through Facebook, our data-inspired idea spoke directly to them. And we were spending our very tight budget in exactly the right place. In just three weeks, with a media spend of only €750, we increased annual female applications by +65%.

Our Collaborators

ADCE logo Art Directors Club of Europe
Institute Of Advertising Practitioners In Ireland Logo
Design and Art Direction Logo
CPI logo Commercial Producers Ireland
Design Enterprise Skillnet Logo
100 Archive Logo