Creativity

Dads show their support for LGBTQ kids in bus campaign during Dublin Pride

Agency Rothco made a heartwarming film about the project

By Alexandra Jardine. Published on Jul 03, 2018

Editor's Pick

For Dublin's Pride festival this year, local bus company Dublin Bus came up with a campaign that allowed parents of LGBTQ people to celebrate with their kids.

Agency Rothco's research unveiled the fact that many Dublin dads wanted to support Pride but didn't feel it was their place to be at the festival. So the company provided open top tour buses to give dads a platform to support Pride and show off how proud they really are.

Rothco worked together with director Jamie Delaney to make a short film, seen here, in which fathers surprise their kids by knocking on their doors dressed in Pride regalia. Delaney explains: "We started out looking for all sorts of proud people for the proudest bus, but the heartfelt stories we got back from Proud Dads really hit us, perhaps because men aren't always as outward with their emotions. They can be a tougher nut to crack."

The heartwarming campaign reflects the fact that Ireland is a country that is rapidly changing; in 2015 it became the first country in the world to legalize gay marriage by popular vote.

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Credits

Date
Jul 03, 2018
Client:
Dublin Bus
Agency:
Rothco
Agency Producer:
Conor Hamill
Agency Producer:
Jess Derby
Executive Creative Director:
Alan Kelly
Art Director:
Orla Byrne
Copywriter:
Elaine Joyce
Copywriter:
John McMahon
Account Director:
Emily Lyons
Senior Account Manager:
Aoife O'Shea
Account Executive:
Laura Redden
Project Manager:
Claire O'Doherty
Designer:
Shane O'Riordan
Designer:
Diogo Dias
Director of Marketing:
Jill Byrne
Head of Tadata:
Kathleen Healey
Strategy:
Darius Pasalar
Creative Strategy:
Hazel Tracey
Production Company:
Antidote
Director:
Jamie Delaney
Producer:
Steve Battle
Post House:
Screen Scene

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