Cannes Lions

Tackle Homelessness

BOYS AND GIRLS, Dublin / THREE IRELAND / 2016

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Film

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Moments before Ireland’s 2016 Six Nations Rugby campaign kicked off and 50,000 Irish fans stood to passionately sing ‘Ireland’s Call’; a song about inclusion and unity, we played a 3-minute film on the giant stadium screens that featured Ireland’s most excluded citizens, soberly narrating the lyrics.

Ireland team sponsor, Three, commissioned the ‘Tackle Homelessness’ film for Focus Ireland, a charity working to combat Ireland’s escalating homeless crisis. The film purposely turns this beloved song on its head and imbues the lyrics with powerful new meaning.

Set against a beautiful, yet somber black and white portrait of Ireland, the song is heartbreakingly delivered by Ireland’s homeless.

By playing the film before the anthems, we reminded every fan that was about to stand “shoulder to shoulder” to sing ‘Ireland’s Call’, that we all need to “fight until we can fight no more” to help those citizens, whose call is never answered.

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