From panels, to judging, awards shortlists, and main stage speakers – the Irish Industry was well and truly part of the festival fabric this week and IAPI could not be prouder of how well Irish creativity was represented on the global stage in the last week.
We'd like to take a moment to particularly honour those whose work truimphed at the Cannes Lions Festival of Creativity. Congratulations to Rothco on their four Lions - Two Silver and Two Bronze, JWT folk on their Bronze Lion and In The Company of Huskies for their Gold ACT Responsible Cannes Tribute.
Congratulations to Niamh Ryan and Emily Blaney for their outstanding work on behalf of Suas "When You Can Read Everything, It Changes Everything" which was given a Gold in the Solidarity category of the ACT Responsible Cannes Tributes. We’re extremely proud to share that this campaign idea was originally developed as part of the Irish Cannes Young Lions Print Competition in 2018.
The ACT Responsible Cannes Tributes are a recognition of outstanding work for good causes. These tributes are not awards. They have not been selected by a jury but have been singled out by public vote. These trophies and certificates act as symbolic tributes to agencies that have given their talent and creativity to make our world a better place. Read more about the campaign here.
Address Point is a new service created by JWT Folk for An Post that provides Ireland’s homeless population with a permanent address so that they can avail of reliable correspondence.
The ground-breaking initiative was recognised at Cannes for its innovation in bringing a brand’s purpose to life, receiving a Bronze Lion in the Sustainable Development Goals category.
The Address Point service provides the 10,000 people in Ireland who are homeless or living in temporary accommodation with a digital proxy, personal address linked to a local post office, giving them access to reliable communications, employment, education, health services and social services.
The team at Rothco picked up Two Silver Lions in the Brand Activation and PR categories as well as a Bronze Lion in the Outdoor category for their Sleeping Flags campaign - The Bags We Never Wanted To Make.
Despite representing the Irish flag with distinction as the United Nations most respected Peacekeeping Force, Ireland’s Defence Forces veterans receive little support or recognition back home, leaving hundreds of them homeless. Rothco developed this campaign to raise public awareness of O.N.E. (Óglaigh Náisiúnta Na hÉireann / Organisation of National Ex-Service Personnel) a charity providing emergency accommodation for homeless veterans.
With 'Sleeping Flags' they combined the proud Irish Tricolour with the universal symbol of homelessness, the sleeping bag, in an act that contravened official protocols around the treatment of the flag. In a coordinated silent protest, veterans slept in these bags outside Ireland’s most historically significant buildings.
From a very small budget, the act was covered by every major news outlet in Ireland, leading to a debate in Irish parliament. In response, the Irish government donated a building to establish a much-needed additional hostel for homeless veterans.
In a world’s first, every page, every word, and every diagram in this book was formed by real grass roots as they grew. For this, Rothco was awarded a Bronze Lion in the Print and Publishing category.
In 2017, AIB partnered with Teagasc (Ireland’s Agriculture and Food Development Authority) to launch a multi-year campaign to increase grass utilization on Irish livestock farms. AIB has a business relationship with almost 35% of farmers in Ireland and with the roots of the Irish economy in Agriculture, AIB is committed to backing farmers with the help they need to grow their business. ‘The Book That Grew’ is the latest installment of their ongoing campaign. Rothco in collaboration with AIB wanted to deliver the most up to date guide for efficiency and sustainability in farming by changing the way farmers see the country’s greatest resource - grass.
The book was grown from the very grass that Irish farmers nurture and contains 10 tangible lessons and 10 pieces of practical advice designed to help maximize sustainability and increase profitability. These 10 steps enable farmers to achieve a ‘perfect’ 10 rotations of grass grazing per year, and produce 10 tonnes of grass per hectare – a truly powerful number that will greatly improve the sustainability of even the most efficient farm. These lessons shaped into the pages of a book were created by bespoke plates that were used to manipulate the growth of the roots into legible shapes.
Each page was grown during February and March 2019 by German artist Diana Scherer. The pages were then harvested in Amsterdam and bound together in Dublin by Letterpress Printer and Bookbinder, Jamie Murphy of The Salvage Press. Everything in the book, including the ink and binding were made from the same grass, demonstrating that when managed correctly, it can work wonders.
