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Dynamic Littlewoods Ireland Film Captures Camogie’s Punk Spirit

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The online and social campaign was written and directed by Lorcan Hynes to encapsulate attitude of the Irish women's sport

Dynamic Littlewoods Ireland Film Captures Camogie’s Punk Spirit
As part of its sponsorship of the Irish National Camogie League, Littlewoods Ireland has launched an online film showcasing the inspiring, progressive women who play the sport.

Titled ‘Style Meets Substance’, the campaign’s goal is to elevate the perception of Camogie as the brand enters its fourth year as title sponsors of the League. 

Now in their fourth year as title sponsors of the League, Littlewoods Ireland wants to bring the game to new audiences. And with the trialing of six new rules during this year’s league, this new approach comes at a good time for the game.

To create the campaign Littlewoods Ireland teamed up with award-winning Irish director Lorcan Hynes, who both wrote and directed the spot.


Shot in January, the film features Galway’s Heather Cooney, Kilkenny’s Katie Power, Cork’s Amy O’Connor, Clare’s Naomi Carroll and Waterford Captain Niamh Rockett.

Post production, handled by Raygun, was critical to the film and the team there relished the chance to collaborate on the creative from the start. They provided edit, sound, grade and VFX, with such a dynamic mix of looks and scenes.

Music was another critical component to communicate the punk attitude Lorcan wanted to channel. The film is soundtracked by Sold Out by Derry-based band, Touts, with sync and licence handled by John McCallion in Dublin.
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Client: Littlewoods Ireland

John Carey: Performance & Sponsorship Marketing Manager

Pippa Doyle: Sponsorship Lead

Campaign Creative: Lorcan Hynes

Director: Lorcan Hynes

Producer: Simon Doyle

Exec. Producer: Lorcan Hynes

Director of Photography: Narayan Van Maele

Editor : Rob Hegarty

Post Production: Raygun

Post Producer: Jen Connolly

Sound Design: Steven Maher

VFX: Edward Sheanon, Emmet O’Farrell

Flame: Mark Bailey

Colourist: Richard Fearon @ Black Kite

Casting: Rebecca McLaughlin

Music licensing: John McCallion

Music: Sold Out by TOUTS

Campaign PR & Talent: Legacy Communications, Rachel Solon, Eimhear Breen

Genres: Visual VFX, People, Action

Categories: Retail and Restaurants , Retail Stores

RAYGUN, Mon, 24 Feb 2020 10:31:51 GMT