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Ireland only Categories
Irish Film - TV/Online or Cinema
Irish TV/Film 30 seconds or over
Silver Winner
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.