LONDON, UK — Tourism Ireland and creative agency Publicis London have created a campaign to highlight that Halloween, a celebration beloved worldwide, has its roots in the ancient traditions of Ireland. “Home of Halloween” is designed to encourage visitors to experience Halloween where it all began.
At the heart of the campaign is a 60” hero film depicting the origin story of Halloween, directed by Leonn Ward and produced by Irish agency Tiny Ark. Shot on 16mm, the film’s dramatic black-and-white visuals and haunting score transport viewers to the mystical landscapes of Ireland. From shadowy woodlands and neolithic tombs to rugged cliff tops and rolling hills, each frame is meticulously crafted to evoke the eerie beauty of Ireland.
As the story unfolds, a voice-over guides the audience through the evolution of Halloween traditions, such as a woman carving a turnip by firelight to create a traditional jack-o-lantern and a striking scene of costumed villagers ascending a hill toward a bonfire-lit festival. The film concludes by transitioning from this ancient celebration to modern-day festivities, blending past and present and culminating in a powerful call to action: Visit the Home of Halloween. The hero film will roll out across TV, cinema and social, and be supported by a direct 20” cutdown, two shorter 15” and 10” films, as well as a suite of 20 stills shot on 35mm.
Halloween, celebrated worldwide for its spooky festivities, has its roots deeply embedded in Irish history. Over 2,000 years ago, the festival of Samhain marked the thinning of the veil between the living and the dead — a tradition forgotten by the rest of the world but still honored across the island of Ireland today. “Home of Halloween” aims to reclaim this heritage, transforming Halloween into an immersive cultural experience that can only be fully appreciated in Ireland.
Promoting off-season festivals and events like Halloween is a key element of Tourism Ireland’s strategy to spread the tourism season and attract potential visitors throughout the year. In the same way that St Patrick’s Day acts as an anchor for early spring visits, Halloween can provide an authentic ‘must-visit’ reason to enjoy a trip to the island of Ireland in mid-autumn.
Alice Mansergh, Chief Executive of Tourism Ireland, said, “As seasons change and people begin planning autumn trips, we’re excited to launch our new ‘Home of Halloween’ campaign today in 12 key overseas markets. Halloween is one of the world’s favourite festivals but not everyone knows that it originated here in Celtic culture around 2,000 years ago. At Tourism Ireland, we’ve worked with academics and experts to trace the story back and then bring it to life, through scenery, storytelling and culture, with modern-day appeal, given the fabulous festivals there are to enjoy across the island. We look forward to welcoming visitors and bringing valuable tourism business to communities across the island in the autumn season.”
Noel Bunting, Chief Creative Officer at Publicis London, added, “If the world can flock to Rio for Carnival or Munich for Oktoberfest, why not come to Ireland for Halloween? I’m so proud of how beautifully crafted and unique this campaign turned out to be, as beautiful and unique as Ireland itself.”
CREDITS:
CAMPAIGN TITLE: Home of Halloween
CLIENT: Tourism Ireland
ADVERTISING AGENCY: Publicis London
CCO: Noel Bunting
CREATIVE DIRECTORS: Rhys Hughes, Barret Helander and Steve Paskin
DESIGNER: Oskah Manchip
STRATEGY DIRECTOR: Adam McGlashan
SENIOR STRATEGIST: Dalonie Graham
STRATEGIST: Rosie Mahoney
GROUP BUSINESS DIRECTOR: Josh Norris
SENIOR ACCOUNT DIRECTOR: Luke Perry
ACCOUNT DIRECTOR: Guergana Stoytcheva
ACCOUNT EXECUTIVE: Lucy Wood
AGENCY PRODUCER: Donna Baker
MEDIA BUYING AGENCY: OMD
PRODUCTION COMPANY: TinyArk
DIRECTOR: Leonn Ward
EDITOR: Rob Hegarty
PRODUCER: Donna Baker & Sid Daffran
POST-PRODUCTION COMPANY: No8
PHOTOGRAPHER: Rich Gilligan
