Name of brand being promoted: Aldi

Title of entry: As Irish As "Compliments"

Name of company entering the work: Boys and Girls

Name of product being promoted: Aldi's 100% Irish Fresh meat

Country of entrant company: Ireland

Agency Network: Independent

Clients name: Eadaoin Keane

Creative Director: Rory Hamilton

Art Director: Mikey Fleming

Copywriter: Sam Moorhead

Account Director: Chris Upton

Account Manager: Kieran O'Donovan

Agency Producer: Derek Doyle

Production Company: Speers Film

Director: Tom Merilion

Production Company Producer: Jonny Speers

Post Production Company: Windmill Lane

DOP: Simon Walsh

Editor: Lee Hickey/Windmill Lane

Sound Studio: Mutiny Recording Studios

Sound Engineer: Mark Richards

Visual Effects: John Kennedy, Mark Bailey & Shayne Murphy, Windmill Lane

Casting: Pearce McMahon Casting

Sound Design: Mutiny Recording Studios

Other: Agency Planner: Margaret Gilsenan Agency Production Co-ordinator: Sarah Chadwick Rationale: The Problem Irish people don’t think of a foreign supermarket when buying meat. We had to change their perceptions and make them aware that all Aldi’s fresh meat is 100% Irish. The Solution / Idea Prove that Aldi’s fresh meat is 100% Irish by comparing it to uniquely Irish traits. Execution Using a self-deprecating style of humour, we focused on three recognizable Irish attributes – not being able to take a compliment, taking an age to hang up the phone and not wanting to cause a fuss. In short: Problem People don’t buy fresh meat at Aldi because they assume it’s substandard and imported. Solution Tell them that it’s 100% Irish in an engaging way.