LEVEL THE PLAYING FIELD

TitleLEVEL THE PLAYING FIELD
BrandLIDL
Product/ServiceLIDL 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
Name Company Position
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.