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Award Winning Stories: how Irish veterans flew the flag against homelessness

Welcome to Award Winning Stories, a regular video series exploring the stories behind some of the winning work from The Drum Awards.

In this instalment, we look at ’Sleeping Flags’, a campaign by One (Óglaigh Náisiúnta na hÉireann), the support organisation for ex-service personnel of the Irish Defence Services, which worked with Accenture Interactive agency Rothco on an effort to combat growing homelessness among veterans.

Based on the insight that flag etiquette dictates the Irish tricolour should never touch the ground, the agency developed an awareness campaign that saw the country’s standard turned into sleeping bags. The response made news headlines and went on to be debated by the Irish government.

You can hear the full story from the agency’s creative director, Stephen Rogers, who takes us from the brief, to how the concept was devised and realised, through to the final results – including wins at The Drum Awards for the Digital Industries, where it won in the Viral category and took the Grand Prix.

The Drum Awards for the Digital Industries 2020 are now open for entry.

To view other award-winning stories, see The Drum’s Case Study section.

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