For 2018, Concern Worldwide was selected as the chosen charity in the Film category of the IAPI Cannes Young Lions competition, with young Irish creatives invited to submit their vision for an ad campaign that would bring the charity’s message to life for the 17-35 age demographic.

This year, Kieran O’Driscoll and Eric Gasparro from Guns or Knives were the winners of the Film category. As well as competing and representing Ireland in Cannes in June they had the experience of seeing their script for the national competition, go from page to screen.

IAPI believe in activating the Young Lions competitions where possible as this brings the work to a larger audience. With thanks to our sponsors, we can do this for the Film category. This is an initiative in partnership with Pull the Trigger, Wide Eye Media and RTE.

We’d also like to thank popular US sneaker vlogger Seth Fowler for taking part in this campaign. The campaign’s message is that ‘life isn’t about having the freshest sneakers but the steps we take in them.’ #onestep

Wide Eye Media debuted the 60-second ‘One Step’ cinema ad with a special screening at the Light House Cinema on Thursday, October 18.

Valued at over €500,000, the ad was filmed in a quarry in Co. Wicklow in September and will also be screened after the Six-One News on RTE One on Friday, October 19, alongside a two-minute ‘behind the scenes’ documentary shot by filmmaker Joseph von Meding.

HERE'S HOW THE FILM GOT MADE...
HERE'S HOW THE FILM GOT MADE...

Wide Eye Media will run the ad free of charge in 73 cinemas over the next six weeks. it is estimated that the ad will be seen by 889,000 people in cinemas nationwide. This includes 25 per cent of all adults living in Ireland, 38 per cent of all those aged between 15 and 34 years old and 43 per cent of those aged between 15 and 24 years old.

Eoin Wrixon, CEO of Wide Eye Media, said that the agency was delighted to be involved in the project. “We are very proud and privileged to support Concern Worldwide through our sponsorship of Cannes Young Lions. This is the third year Wide Eye Media has sponsored Young Lions. Eric and Kieran produced a completely original response to the Concern brief. Pull the Trigger created a fantastic ad. Now the campaign will be seen 1.4 million times, running in 73 cinemas across Ireland in addition to 55 Wide Eye outdoor digital screens and posters.

Concern Worldwide’s Director of Communications said the campaign represented a departure from the aid agency’s traditional marketing approach and would play a key role in fostering the next generation of supporters. “This has been an incredible opportunity for Concern and we couldn’t be more thankful to all involved for the stellar work that they have put into making this ad over the past number of months. Our goal at Concern is to reach the most vulnerable in our shared world and we are very excited that this creative concept will help us to cut through the noise and bring our message to a brand new audience.

Charley Stoney, CEO of IAPI, added that the Cannes Young Lions initiative presented an invaluable opportunity to recognise the talent of young Irish creatives in advertising. “It’s an extraordinary production like this that makes IAPI’s involvement in the Cannes Young Lions competition so worthwhile. Giving young talent the opportunity to see their concepts come to life is such a boost for the commercial creativity and communications industry.”

HERE'S THE FILM ITSELF...
HERE'S THE FILM ITSELF...
Thanks to sponsorship from Pull the Trigger / Wide Eye Media
Thanks to sponsorship from Pull the Trigger / Wide Eye Media
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