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A creative agency with deep digital DNA
A seminal moment in Irish history re-created in a new campaign for Allianz Ireland
We are proud to launch a new campaign ‘We Cover Courage’ for Allianz Ireland. The first ad in the campaign recreates Minister for Education, Donogh O’Malley’s moment of courage in announcing free secondary school education in 1966 and features his son, the actor Daragh O’Malley, delivering his father’s famous speech.
We were inspired by the story of Minister O’Malley who, acting without the knowledge of his government, in 1966 announced free secondary school education for all children in Ireland. The announcement had not been approved by the Department of Finance, but Donogh knew once word was out, there was no going back. In O’Malley’s eyes, free secondary school education was a human right. Today, Ireland has one of the highest rates of second-level completion in the EU.
This one act of monumental courage represents a pivotal point in Irish history and had major consequences for social mobility and cultural change.
The ad features extracts from the Minister’s speech and is delivered by his real son, the actor Daragh O’Malley [Withnail and I, Sharpe, Silent Witness]. Daragh delivering his father’s speech on the shoot was magical and it felt like we were there 53 years ago. It was an emotional moment for Daragh, who said it was one of the proudest moments of his career.
The campaign depicts true acts of courage by Irish people and helps reconnect customers to the idealistic roots of insurance, reminding them that Allianz is there to support them when they face big and small choices that impact on their lives.
As the largest insurer of schools across Ireland, Allianz Ireland is proud of its deep and long-standing connection with Irish education, insuring over ninety percent of primary and over fifty percent of secondary schools across Ireland. Sean McGrath, CEO, Allianz Ireland said. “With one statement, Minister O’Malley made free secondary education — an idea that had been circulated and debated, though never fully realised — a reality. It can be easy to overlook the huge courage it took to announce this, but he believed this would help us overcome poverty and once announced, it could not be taken back. Free education has been a core element of our society’s evolution.”
The campaign will be launching across TV, OOH, digital, sponsorship & PR.
Donogh’s full speech has been recreated here: https://www.youtube.com/watch?v=eoqV1JRHwCs&feature=youtu.be
For more information and sources:
Client – Allianz Ireland
Robert McEvoy – Head of Market Management
Damien O’Neill – Head of Marketing Operations
Joseph Campbell – Marketing Communications Executive
Niamh Ryan – Marketing Communications Executive
Creative Agency – In the Company of Huskies
Creative Director: Damian Hanley
Art Director: Damian Hanley, Nick Kelly.
Copywriter: Greg McLoughlin
Business Director: Sarah Deeny
Account Manager: Kritika Verma
Senior Account Executive: Cillian McSweeney
Agency Producer: Brian Daly
Senior Designer: Nicole McMahon
Digital Strategy: David Hayes
Head of Social: Thomas Ryan
Production Co.: Pull The Trigger
Director: Richie Smith
Executive Producer: Maxine Brady
Producer: Grainne Tiernan
Post Production – Screenscene
Editor: Juniper Calder
Sound: Will Farrell
Grade: Donal O’Kane
Compositing : Gavin Casey
Post Producer : Peter Greene
Photography – Neil MacDougald Photography