Is America the home of Halloween? The world probably thinks so. We’ve borrowed its spooky celebration ideas from there. But Halloween belongs to Ireland, and this year Tourism Ireland is claiming it back in a campaign by Publicis London to encourage people to experience Halloween where it began.
Halloween really began over 2,000 years ago as the festival of Samhain marking the thinning of the veil between the living and the dead. That tradition has got lost in a worldwide buying fever of dress-ups and parties. But it is still honoured across the island of Ireland today.
At the heart of the campaign, Home of Halloween, is a 60-second film depicting the origin story of Halloween, directed by Leonn Ward and produced by Irish agency. Tiny Ark. Shot on 16mm, the film’s dramatic black-and-white visuals and haunting score transport viewers to the mystical landscapes of Ireland. From shadowy woodlands and neolithic tombs to rugged cliff tops and rolling hills, each frame is meticulously crafted to evoke the eerie beauty of Ireland and tell how Halloween’s traditions have evolved.
The hero film is running across TV, cinema and social, and be supported by a direct 20-second cutdown, two shorter 15- and 10-second films, as well as a suite of 20 stills shot on 35mm.
Alice Mansergh, chief executive of Tourism Ireland, stated, “As seasons change and people begin planning autumn trips, we’re excited to launch our new Home of Halloween campaign today in 12 key overseas markets. Halloween is one of the world’s favourite festivals but not everyone knows that it originated here in Celtic culture around 2,000 years ago. At Tourism Ireland, we’ve worked with academics and experts to trace the story back and then bring it to life, through scenery, storytelling and culture, with modern-day appeal, given the fabulous festivals there are to enjoy across the island. We look forward to welcoming visitors and bringing valuable tourism business to communities across the island in the autumn season.”
Noel Bunting, Chief Creative Officer at Publicis London, added, “If the world can flock to Rio for Carnival or Munich for Oktoberfest, why not come to Ireland for Halloween? I’m so proud of how beautifully crafted and unique this campaign turned out to be – as beautiful and unique as Ireland itself.”
Credits:
Client: Tourism Ireland
Advertising Agency: Publicis London
CCO: Noel Bunting
Creative Directors: Rhys Hughes, Barret Helander & Steve Paskin
Designer: Oskah Manchip
Strategy Director: Adam Mcglashan
Senior Strategist: Dalonie Graham
Strategist: Rosie Mahoney
Group Business Director: Josh Norris
Senior Account Director: Luke Perry
Account Director: Guergana Stoytcheva
Account Executive: Lucy Wood
Agency Producer: Donna Baker
Media Buying Agency: OMD
Production Company: Tinyark
Director: Leonn Ward
Editor: Rob Hegarty
Producers: Donna Baker & Sid Daffran
Post-Production Company: No8
Photographer: Rich Gilligan
