Cannes Lions

The Undocumented Code

BOYS + GIRLS, Dublin / THREE IRELAND / 2020

Case Film
MP3 Original Language
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Overview

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Overview

Execution

In 2019, Three Ireland created a pop-up restaurant between New York and Dublin that used technology to allow undocumented Irish in America to have dinner their families back home. Our challenge was to invite the undocumented Irish without triggering an ICE raid. We created a radio spot, broadcast in America, that hid secret messages to the Undocumented Irish within Irish translations. Turning our native language into a secret code.

We used the romanticization of Irish culture to distract the average listener from the covert nature of the spot. We wanted people to assume that the music, the Irish accent and the translations were all simply to ease Irish people’s homesickness. Meanwhile, the radio ad featured a secret invitation, hidden in plain sight, aimed at a community of people who live their lives the same way.

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