‘Ireland’s Call’ is sung with pride by Irish fans before every Irish rugby match. Uniquely, the team comprises players from both sides of the Irish border so this song was written to unite the Irish people and to encourage them to stand “shoulder to shoulder” together.

For the 2016 Six Nations tournament, team sponsor Three, donated their sponsorship to Focus Ireland, a homelessness charity working to combat the homeless crisis in Ireland.

To launch the partnership, we turned this beloved song on its head. Instead of it being passionately sung by the fans, the voiceless members of Ireland’s homeless population solemnly narrate it, imbuing the lyrics with new meaning and reminding the viewer that we need to unite and “fight until we can fight no more” to help those whose call is never answered.

This 3-minute commercial took over an entire ad break and aired moments before the anthems began.

• Cast researchers carefully chosen to approach homeless. To listen, engage and convince them of our goal.

• Street casting real homeless people and voicing the final film

• Issues verifying background checks from petty crime to criminal convictions.

• Cast with addiction and mental health issues. So a need to assess ability to give consent.

• Cast and shot in Dublin, Galway, Waterford and Belfast to reflect the breadth of the crisis.

• Entire budget of €90,000 to include all production, including cast payment.

• 3 Weeks to cast, film and edit - 9 shooting days.

• No shows from cast.

• Film to be 3 minutes, the anthem/track 70 seconds. Therefore a challenge to make the track long enough to match visuals.

• To represent the client and the honesty of the subject matter.

• Using available light at all times

• Bringing balance by filming our cast in more upbeat elements.

• Ensuring our back