Ad agency, In the Company of Huskies, has launched a campaign ‘We Cover Courage’ for Allianz Ireland. The 60-second ad recreates the courageous moment in 1966 when Irish Minister for Education, Donogh O’Malley, announced free secondary school education, acting without the knowledge of his government.
As no footage of the address survives, Huskies recreated the full speech with the help of the Minister’s real-life son, the actor Daragh O’Malley [Silent Witness, Withnail and I, Sharpe].
This one act of monumental courage represents a pivotal point in Irish history and had major consequences for social mobility and cultural change. Free education is now deeply ingrained in the Irish system. In 1960s, about a third – or 17,000 children – were dropping out of school after primary. Today, more than 90 per cent of the population sit final exams and Ireland has one of the highest rates of second-level completion in the EU.
In O’Malley’s eyes, free secondary school education was a human right. The speech begins: “Every year, some 17,000 of our children, finishing the primary school course do not receive any further education. But education is the one great leveller-upper, greater than wealth, greater than lineage, greater than power.”
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
Social Media Manager: 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
Music- Denis Kielty
Photography - Neil MacDougald Photography