Failte Ireland Film Wild Atlantic Way by Rothco Dublin

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Wild Atlantic Way

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Industry Destinations (Countries & Places)
Media Film
Market Ireland
Agency Rothco Dublin
Executive Creative Director Alan Kelly
Art Director Dave Kelly
Copywriter Rob Turner
Production Piranha Bar
Director Richard Chaney
Released December 2017

Credits & Description

Category: Transport, Tourism
Client: Failte Ireland
Brand: Failte Ireland
Media: Film
Country: Ireland
Client: Daragh Anglim, Gemma Flanagan, Mary O’Shea
Agency: Rothco
Agency Producer: Laura Cahill
Executive Creative Director: Alan Kelly
Copywriter: Rob Turner
Art Director: Dave Kelly
Project Director: Babs Chaney
Account Director: Emily Lyons
Business Director: Jimi McGrath
Account Executive: Clara Reddan
Strategy: Fay Quilligan & Niamh Murphy
2D & 3D Graphics: Jack Bowler, Barry Chapman, Manus Goan, Helder Real, Sam Boyd & Keith Fallon
Grade: Gary Curran, Outer Limits
Flame: Pedro Santos
Music Composition & Score: Gavin Little EchoLab
Production Company: Piranha Bar
Director: Richard Chaney
Producer: Cliondha Long
Post Production House: Piranha Bar
Editor: Rob Hegarty
Sound Studio: Mutiny
Date: December, 2017
The Wild Atlantic Way in Ireland gets the intergalactic seal of approval in humorous and clever campaign, ‘Otherwordly’, by Fáilte Ireland and Rothco. The highly original advert features a fictional intergalactic travel agency, Tourism Cyhaccm - a tongue-in-cheek nod to the use of Irish locations in the latest Star Wars blockbuster.
The 60” spot plays out to Irish cinema goers of Star Wars: The Last Jedi. Running just before the film begins, audiences will be shown the Wild Atlantic Way as never before: through the eyes of aliens. In the advert, visuals of the Wild Atlantic Way’s lush landscapes and stunning scenery are combined with oddly translated alien dialogue from the outer space travel agency:
“In an other galaxy lies the planet Earth. A small planet unlike to our. A destination way off the tri-vector path. But the perfected galactic escape. And why not start it on here? The earth inhabiters call it the Wild Atlantic Way. Relax. Let you’re hairs down. Don’t delaying. Go now.”
Creatively devised by Rothco, ‘Otherworldy’ leverages the heavy publicity the popular Irish tourism route has been receiving as a result of the recent Star Wars film shoot. By speaking the language of the captive sci-fi-fanatic Irish cinema audience, the campaign encourages them to re-appraise the familiar landscape with fresh eyes. It draws attention to the glorious scenery, culture and experiences - all of which lie temptingly, not so far-far away.
Bringing true authenticity to the sound design, EchoLab, which created this strange and fascinating galactic language, has worked on Star Wars trailers previously.
Stage two of the campaign will involve Fáilte Ireland’s response to the number of outer space visitors. It will release a series of quirky online social films in the style of helpful, friendly infomercials to educate these galactic tourists on the myriad of wonderful things they’ll encounter as they fully embrace the Wild Atlantic Way of life.