16 Oct 2018

One Step, a new national cinema ad for Concern Worldwide launches with a special screening at the Light House Cinema today, Thursday 18th October. The concept was created by two young Irish creatives and winners of the IAPI Cannes Young Lions film competition.

Sarah Clohessy (Wide Eye Media) Kieran O’Driscoll (Guns or Knives) Charley Stoney (IAPI) Max Brady (Pull the Trigger) Eric Gasparro (Guns or Knives)

The €500,000 campaign saw a quarry in Wicklow transformed to portray the aftermath of 2015’s earthquake in Nepal. The ad begins as a YouTube sneaker review presented by US vlogger Seth Fowler, who has over 250,000 followers on the platform. The camera sporadically cuts to a scene showing a Concern aid worker wearing the shoes while responding in tough conditions to the aftermath of an earthquake in Nepal.

The campaign’s message is that ‘life isn’t about having the freshest sneakers but the steps we take in them’ and aims to highlight that just one small gesture can make a huge difference in the world’s most vulnerable countries.

Concern Worldwide was selected as the chosen charity in the Film category of the IAPI Cannes Young Lions competition earlier this year, with young Irish creatives invited to submit their vision for an ad campaign that would bring the charity’s message to life for the 17-35 age demographic.

Eric Gasparro and Kieran O’Driscoll of creative agency Guns or Knives were the successful winners. The ad was produced free of charge by Pull the Trigger and the campaign is being screened in all cinemas.

The charity, which this year celebrated its 50th anniversary, debuted the 60-second ‘One Step’ cinema ad. The campaign will run in 73 Irish cinemas from 19th October for six weeks, free of charge as well as Wide Eye Outdoors’s 55 digital screens and posters with a media value of almost €175,000.

Over the next six weeks, it is estimated that the ad will be seen by 889,000 people in cinemas nationwide. This includes 25% of all adults living in Ireland, 38% of all those aged between 15- and 34-years olds and 43% of those aged between 15 and 24 years old.

The ad was filmed in a quarry in County Wicklow in September and will also be screened after the Six-One News on RTE One on Friday 19th October, alongside a four-minute ‘behind the scenes’ documentary shot by filmmaker Joseph von Meding.

Concern Worldwide’s Director of Communications Sarah Martin said the campaign represented a departure from the aid agency’s traditional marketing approach and would play a key role in fostering the next generation of supporters.

“This has been an incredible opportunity for Concern and we couldn’t be more thankful to all involved for the stellar work that they have put into this over the past number of months. Our goal at Concern is to reach the most vulnerable in our shared world and we are very excited that this creative concept will help us to cut through the noise and bring our message to a brand new audience.”

Sarah Martin (Concern Worldwide) Michael Darragh MacAuley (Brand Ambassador for Concern Worldwide)

Eoin Wrixon, CEO of Wide Eye Media, said the company was delighted to be involved in the project.

“We are very proud and privileged to support Concern Worldwide through our sponsorship of Cannes Young Lions. This is the third year Wide Eye Media has sponsored Young Lions. Eric and Kieran produced a completely original response to the Concern brief. Pull the Trigger created a fantastic ad. Now the campaign will be seen 1.4 million times, running in 73 cinemas across Ireland with movies such as First Man, in addition to 55 Wide Eye outdoor digital screens and posters.”

IAPI President Charley Stoney added that the Cannes Young Lions initiative presented an invaluable opportunity to recognise the talent of young Irish creatives in advertising.

“It’s an extraordinary production like this that makes IAPI’s involvement in the Cannes Young Lions competition so worthwhile. Giving young talent the opportunity to see their concepts come to life is such a boost for the commercial creativity and communications industry.”


Check out the behind the scenes footage of the Concern Worldwide ad #OneStep launch below:


Watch "One Step" below: