Tourism Ireland's "The Sounds of the Wild Atlantic Way"
The beauty of Ireland’s west coast and the magic of its music are woven together in breathtaking fashion in a new, multifaceted ad campaign directed by Georgi Banks-Davies (represented in the U.S. by Madheart) for Tourism Ireland and Publicis, London.
The campaign, produced by Friend, London, includes an 8-minute documentary as well as 60- and 30-second spots, and promotes the launch of a 2500 km tourist route, dubbed the Wild Atlantic Way, by following members of the indie band Solomon Grey on a road trip. Band members travel via Volkswagen van that doubles as a mobile recording studio and make stops to admire the rugged coastline and visit with local musicians. The documentary is incorporated into an interactive website where visitors can also download a Solomon Grey EP.
Client: Tourism Ireland
Agency: Publicis London Andy Bird, executive creative director.
Director: Georgi Banks-Davies (represented in the U.S. by Madheart)
Production: Friend, London. Todd Bahazi, director of photography.
Edit: MPC, London. Chris Roebuck, editor.