Freedom On Tap
Freedom On Tap

We’re on the precipice of something that we never imagined being so exciting: normality. Or at least, some version of it. And after eighteen long months without it, normality has never looked so good.

To celebrate the freedom to now say ‘yes’ to whatever comes your way, Rothco, part of Accenture Interactive, and Ireland’s leading multi-mobility app FREE NOW have teamed up to create a campaign that shows the true power of FREE NOW: it gives people that thing that we all crave so much. Freedom On Tap.

“The genesis of this project was not unlike Genesis itself (the biblical event, not the band): a fizzing bundle of energy and potential," said Rob Maguire, Creative Director at Rothco, part of Accenture Interactive. "That’s what we wanted to represent with this campaign: the perfect adventure, facilitated by FREE NOW.”

The campaign shows that, when hailing a taxi is as easy and accessible as this, we’re all better placed to say ‘yes’ to whatever life offers.

The 30” spot is directed by up-and-coming female directing duo, JAK – made up of Jo Guthrie and Katie McQuillan. Having recently directed a stand-out piece for the band Rudimental, the directors bring a high energy to the adventure-filled spot that never ends.

“This campaign is the culmination of a true creative collaboration,"added Claire Walsh, Senior Global Brand Manager at FREE NOW. "We are delighted to be the curators of work that leverages fantastic artists, directors and creative talent. Building creative on robust consumer insights and a holistic communication strategy will drive delivery of our commercial ambitions.”

And since no great adventure is without the perfect soundtrack, Rothco, part of Accenture Interactive, worked with Irish artist Jafaris and producer Solow the Astronaut to create an original bespoke ‘banger’ for the spot. Hip-hop artist Jafaris rose to prominence with his debut studio album Stride (2019), which was nominated for the Choice Music Prize. He has also featured at festivals such as Eurosonic, Electric Picnic and Other Voices, and brought the script to life in a way that is guaranteed to get stuck in your head.

In addition to the 30” film, the endless adventure extends through the line across digital, social, radio & OOH.