ONE: Sleeping Flags by ROTHCO

Agency: ROTHCO
Client: ONE
Date: Feb 2019
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Across the world, no single symbol represents a country more than its flag. And, in many countries, no group of people represents that flag with more pride or passion than its military. Ireland is no different. But despite decades of distinguished service as UN Peacekeepers around the world and at home during The Troubles, public awareness of the plight of veterans is almost non-existent.

ONE (The Organisation of National Ex-Service Personnel/Óglaigh Náisiúnta na hÉireann) aims to raise public awareness and aid for the homeless Irish Defence Forces veterans it provides emergency accommodation for. ONE sought help from Rothco to help them spark a national conversation.

This led to the creation of the Sleeping Flags, which took the iconic green, white and orange tricolour flag and paired it with the object most universally associated with homelessness, the sleeping bag. To incite a conversation that would drive awareness and donations, images of the veterans on the streets in Sleeping Flags outside historically significant political landmarks were leaked to social media, before ONE later claimed responsibility for the act, along with a video for the appeal.

Set against Ireland’s current homelessness crisis, the preventive services ONE offer are more vital than ever. By offering over 16,000 bed nights every year, between Dublin, Letterkenny and Athlone, and with 95% of the veterans they help moving on to permanent housing, the organisation is ensuring even more people don’t end up joining the vicious cycle.


Client: O.N.E. (Óglaigh Náisiúnta na hÉireann - The Organisation of National Ex-Service personnel - Ollie O’Connor, CEO)

Agency: Rothco | Accenture Interactive

Agency Producer: Jessica Derby

Executive Creative Director: Alan Kelly

Creative Team: Ste Rogers, Creative Director & James Pash, Senior Copywriter

Marketing Director: Jill Byrne

Business Director: Katie Oslizlok

Senior Account Manager: Aoife O’Shea

Designer: Shane O’Riordan, Stephen Flynn

Strategy: Tara Finnegan

Connections Strategist: Emer Fitzgerald

Social Lead: Colm Cusack

Project Director Claire O’Doherty

Photographer: Liam Murphy

Photographer Retoucher: Lee Hickman @ Lee to the Retouch

Music: Alma Kelliher

Production Company: Antidote

Director: Ross Whitaker

Producer: Andrew Freedman

Director of Photography: Miguel Angel

Production Coordinator: Paula Stewart

Costume Designer: Maeve Peterson @ Studio 54

Post House: RayGun

Editor: Derek Holland

Post Production Supervisor: Jennifer Connolly

Colour Grading: Philip Hambi (MPC)

Sound: Dean Jones @ Raygun

Website Design: Stephen Flynn

Website Development: Sean Crawford and Niall Eccles

Technical Director: Daire Lennon

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