Irish supermarket chain SuperValu’s Christmas spot, from agency TBWADublin, introduces us to a girl named Aoife who wakes up one morning to a strange noise. Accompanied by her parents, she hurries outside to find an injured wild deer in her back garden. For Aoife though, this is no ordinary deer, and she quickly makes it her mission to help her new friend get back to its feet–and beyond.
Directed by Ben Liam Jones via Antidote Films, with visual effects from Windmill Lane, "Share the Magic" sees our deer nurtured back to health in time to rejoin Santa’s fleet for a special delivery day.
Paul Arthurs, head of art at TBWADublin, said, “We felt the theme of recovery was what we should tackle this year. Addressing and understanding our customers’ journey since last Christmas was what we believed would resonate. And an optimistic belief in the future, as a take out, is one that feels magical especially at Christmas.”
Martin Corcoran, copywriter at TBWADublin, added, “They say you should never work with children or animals but we were lucky enough to find the perfect duo for our story. Nine-year-old Penny Lynch just blew us away, both in her audition and on set. And a special mention also for our best supporting deer, Deermuid, who was an absolute pro throughout!”
CreditsClient SuperValu Agency TBWADublin Des Creedon, executive creative director; Paul Arthurs, head of art; Martin Corcoran, copywriter; Aleesha Tully, strategic director; Shane Mulrennan, producer; Onagh Carolan, supervising producer; Andrew Murray, director of social & content; Amy Tumelty, social media & content manager; Rupert Morris, social content director/editor; Mark Murray, motion graphics. Production Antidote Films Ben Liam Jones, director; Andrew Freedman, producer; Nick Morris, DP. VFX Windmill Lane John Kennedy, VFX supervisor; Graham Gallagher, animation director; John O’Connor, Caleb Long, editors. Music Denis Kilty, composer.
The Best Work You May Never See: Street Artist Sarah Bracken Soper Shines A Light On Homelessness In Ireland
A mural that shines a light on the issue of family homelessness in Ireland has been unveiled in Dublin’s Temple Bar. It was created by street artist and activist Sarah Bracken Soper to raise awareness of the work and fundraising efforts of homelessness charity Focus Ireland.
Known for addressing social, cultural and climate justice issues, Soper’s artwork in this case is designed to be thought-provoking and start a conversation around the urgent issue of homelessness in Ireland. Taking inspiration from the fact that family homelessness can often be an unseen issue, the piece features two women locked in an embrace, with one clearly visible while the other appears as a shadow. The figure that is “seen” represents the empathy and generosity of the Irish public while the “unseen” shadow figure embodies the mothers of the thousands of families trapped in hidden homelessness. The creation of the mural coincided with a “sleepout” in Dublin highlighting the homelessness crisis and was featured on Irish news.
At present 14,486 people including 2,099 families and 4,419 children are currently experiencing homelessness in Ireland. Many of these families are based in unsuitable emergency accommodation, where living spaces can be confined to one room. The effects of this crisis are deeply felt all year round, and every day spent without a place to call home takes away a child’s sense of security and belonging.
Explaining why she was drawn to the issue of family homelessness, Sarah said, “I believe that the creation of art is an essential process in our understanding of the world, and a crucial tool for change and recovery. I hope anyone experiencing homelessness today in our society is able to draw some comfort from knowing there are... Read More