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2016

Lidl – LGFA #Serious Support

Company Chemistry
Client Lidl
  • Commended
    4 Change - Creative for Change
Creative Director
Emmet Wright and Mike Garner
Concept
Orlagh Daly, Anne Fleming, Mike Garner and Emmet Wright
Lead creative team
Emmet Wright and Orlagh Daly
Supporting creative team
Hugh O'Connor and Laura Fitzgerald
Account Director
Andrea Dalton Doran
Marketing Manager (Client)
Julie Alexander
Agency Producer
Fiona McGarry
Production Company
Antidote
Producers
Andrew Freedman and Tess Bunsworth
Director
Henry Mason
Post–Production Company
Windmill Lane
Editor
Dan Sherwen
Music
Locky Butler
Client Service Director
Deirdre Gunning
Head of Digital
Lynsey Paisley
Planning Director
Sinead Cosgrove
Creative Director
Emmet Wright and Mike Garner
Concept
Orlagh Daly, Anne Fleming, Mike Garner and Emmet Wright
Lead creative team
Emmet Wright and Orlagh Daly
Supporting creative team
Hugh O'Connor and Laura Fitzgerald
Account Director
Andrea Dalton Doran
Marketing Manager (Client)
Julie Alexander
Agency Producer
Fiona McGarry
Production Company
Antidote
Producers
Andrew Freedman and Tess Bunsworth
Director
Henry Mason
Post–Production Company
Windmill Lane
Editor
Dan Sherwen
Music
Locky Butler
Client Service Director
Deirdre Gunning
Head of Digital
Lynsey Paisley
Planning Director
Sinead Cosgrove

Ahead of Lidl’s LGFA sponsorship announcement, we wanted conversations started online about how women are treated in sport. Despite devoting as much time, energy and commitment as men, women are not taken seriously. There are some pretty negative comments out there and we decided to tackle these head on. That’s when we created Ladyball – a spoof product, advertised as a real one. The campaign was led by digital channels and supported by PR, print, radio, editorial and on even TV! The campaign immediately went global, getting everyone talking, trending top place across the country for several days, and getting written about by press across the world.

Ladyball did exactly what it was meant to do – it ignited the conversation around women in sport.

We created Ladyball to ultimately change behaviours in order to be more supportive to woman in sport. Since the launch of Ladyball & Serious Support TV we have increased the profile of the game, increased engagement and attendance at the games, and The Ladies Gaelic Football Association now spend 50% of their week fielding media calls where before they were knocking on doors trying to get coverage.

Our Collaborators

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