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2016

Lidl – LGFA #Serious Support

Company Chemistry
Client Lidl
  • Commended
    6 Integrated & Earned - Integrated Campaign
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
Agency Producer
Fiona McGarry
Production Company
Antidote
Producer
Andrew Freedman
Producer
Tess Bunsworth
Director
Henry Mason
Post–Production Company
Windmill Lane
Editor
Dan Sherwen
Music
Locky Butler
Account Director
Andrea Dalton Doran
Marketing Manager (Client)
Julie Alexander
Head of Digital
Lynsey Paisley
Client Service Director
Deirdre Gunning
Photographer for Serious Support outdoor / instore / online
Liam Murphy
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
Agency Producer
Fiona McGarry
Production Company
Antidote
Producer
Andrew Freedman
Producer
Tess Bunsworth
Director
Henry Mason
Post–Production Company
Windmill Lane
Editor
Dan Sherwen
Music
Locky Butler
Account Director
Andrea Dalton Doran
Marketing Manager (Client)
Julie Alexander
Head of Digital
Lynsey Paisley
Client Service Director
Deirdre Gunning
Photographer for Serious Support outdoor / instore / online
Liam Murphy

When Lidl wanted to announce their new sponsorship for the LGFA – We knew going down a traditional approach may have affected small change on the very small number people interested in women’s sport and the even smaller number of people interested in Ladies Gaelic Football. But we really wanted to affect change on a societal level so developed a two phase approach to maximize impact.

Phase 1 – Agitate:

Confront the unconscious negative attitudes that prevailed and compel people to feel outraged. We did this by using all of these negative attitudes to create a spoof product, the “Ladyball.” We marketed it like a real product, with its own website, a soft launch through PR and social media, followed by an above-the-line campaign. Although weeks in preparation, this phase was only live for 3 days. Social media and digital were integral as we needed to create a massive pool of negative support to re-target with positive support in Phase 2.

Phase 2 –Support:

Re-direct the outrage we created towards the unfair treatment of women in sport and use it to demonstrate why these women deserved Serious Support. We quickly followed up on Ladyball with a large scale advertising campaign designed to portray Ladies Gaelic Footballers as the true heroes they were, a custom normally associated with men. We hijacked a high profile international men’s rugby match to launch our 60 second TVC and supported this with large format outdoor, high impact digital and social media.

Our Collaborators

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