Title | LEVEL THE PLAYING FIELD |
Brand | LIDL |
Product/Service | LIDL LADIES' GAELIC FOOTBALL ASSOCIATION SPONSORSHIP |
Category |
G03. Single-market Campaign |
Entrant
|
BBDO Dublin, IRELAND
|
Idea Creation
|
BBDO Dublin, IRELAND
|
Production
|
RED RAGE FILMS Dublin, IRELAND
|
Credits
Shane O'Brien |
BBDO Dublin |
Executive Creative Director |
Des Kavanagh |
BBDO Dublin |
Copywriter |
Rob Murray |
Art Director |
Art Director |
Georgia Stevenson |
BBDO |
Producer |
Sinead Lee |
BBDO Dublin |
Account Director |
Emma Blaney |
BBDO Dublin |
Account Manager |
Elana Murphy |
BBDO Dublin |
Account Manager |
Sarah Hughes |
BBDO Dublin |
Planner |
Stevie Russell |
Red Rage |
Director |
Piers McGrail |
Red Rage |
Director of Photography |
Rob Hegarty |
Red Rage |
Editor |
Gary Moore |
Red Rage |
Executive Producer |
Treassa O'Freil |
Red Rage |
Producer |
Kevin Breathnach |
Avondale |
Sound Engineer |
Write a short summary of what happens in the film
This film dramatises the reality of women playing Gaelic Football in Ireland. It's an uphill battle. It opens on a Gaelic football pitch set on a steep hill. We see the players battle their way up the pitch, only to be knocked back and have to pick themselves up and go again. As they play we hear a voiceover from the point of view of one of the players. She talks about the challenges they have faced and their commitment to fight on.
“We are relentless. The game isn’t over until we say it’s over. Until we get everything we’ve given everything for. Until we level the playing field.”
Finally, we hear a player calls for the ball… We reveal she is a child – the next generation who will benefit from the fight that went before. She takes the ball and puts it in the back of the net.
Please tell us how the work was designed / adapted for a single country / region / market.
Gaelic Football is Ireland’s biggest and most popular sport, and it is only played in Ireland. The organisation that runs it (the GAA) was set up in 1884 and, for almost its first 100 years, women were not allowed to play. So, in 1972, Irish women set up their own organisation, the LGFA. Since then, they have worked to gain recognition and equality. Huge strides have been made, but it’s still an uphill struggle. The players don’t have the same access to funding, pitches, coaching, equipment and support.
6 years ago Lidl partnered with the LGFA and joined the fight. They invested millions, at every level, from under sixes to seniors. Participation has shot up. The women’s All-Ireland finals have become showpiece events in the Irish sporting calendar. But the battle is far from over, and Lidl and the LGFA won’t stop until it is a completely level playing field.