The Year of the Ram
This was an idea for a social calendar that got out of hand. I was a junior on a short term contract in Rothco and I wanted to show off.
I wanted to make something iconic as I knew a CD that had made a viral Chonese New Year ad for Tiger Beer a few years prior and brands weren’t really thinking about this as an opp. So I figured that was a good way to make a name for ourelves, so myself and Marty put in way more effort into this social media content calendar than it rightly deserved and ended up with this concept. The bottom of a Heineken, lit to look liek a ram’s horn. The dual horn layout had the added niceness of a two friends toasting the new year.
I showed some mockups up to Al Kelly, who showed it to a head client in Heineken, who were both looking for an easy win for the account. I suddenly had a budget and a photographer and a retoucher and media space in a newspaper in Cork that I had no idea what to do with.
This was an idea for a social calendar that got out of hand. I was a junior on a short term contract in Rothco and I wanted to show off.
I wanted to make something iconic as I knew a CD that had made a viral Chonese New Year ad for Tiger Beer a few years prior and brands weren’t really thinking about this as an opp. So I figured that was a good way to make a name for ourelves, so myself and Marty put in way more effort into this social media content calendar than it rightly deserved and ended up with this concept. The bottom of a Heineken, lit to look liek a ram’s horn. The dual horn layout had the added niceness of a two friends toasting the new year.
I showed some mockups up to Al Kelly, who showed it to a head client in Heineken, who were both looking for an easy win for the account. I suddenly had a budget and a photographer and a retoucher and media space in a newspaper in Cork that I had no idea what to do with.
It went gang busters online, going viral on multiple social media platforms and image curation sites. It was picked up on multiple international industry, blogs and periodicals.
No one knew how to do an awards run then so it was only entered to Cannes and ICAD, In the end it won two silvers, and got me a full time contract for an embarrassingly low amount of money. I didn’t care. I’d made a famous ad and a bit of a name for myself.
Any brief can become something if you are foolish enough to try.
CREDITS
Agency: Rothco
Creative Director: Alan Kelly/Shay Madden
Copywriter: Martin Corcoran
Photographer: Dave Campbell
Retouching: Jeff Bennett
Acc Mgmt: Grace Looney
No one knew how to do an awards run then so it was only entered to Cannes and ICAD, In the end it won two silvers, and got me a full time contract for an embarrassingly low amount of money. I didn’t care. I’d made a famous ad and a bit of a name for myself.
Any brief can become something if you are foolish enough to try.
CREDITS
Agency: Rothco
Creative Director: Alan Kelly/Shay Madden
Copywriter: Martin Corcoran
Photographer: Dave Campbell
Retouching: Jeff Bennett
Acc Mgmt: Grace Looney
