Lenny Abrahamson joins a host of Irish creative talent to produce new awareness campaign
Some of Ireland’s best-known creative artists have come together to produce a new cinematic awareness campaign for homeless charity, The Peter McVerry Trust.
The campaign, entitled These Little Things will be screened in 72 cinemas nationwide from Friday 7th October.
The project saw Lenny Abrahamson - renowned director of Room, Frank and What Richard Did - teaming up with well-known TV director Kieron J. Walsh and a host of other Irish creatives to produce the advert.
While the project has an estimated value of €350,000, the artists gave up their time for free to produce the piece.
Abrahamson said he has “great regard” for the Peter McVerry Trust and was delighted to lend his support to the project.
“They do such important work for one of the most vulnerable groups in Irish society,” he said.
“I am also happy to be able to share what experience I have of advertising with talented creatives at the beginning of their careers.”
Focusing on the symbolic importance of house keys, These Little Things spotlights the “warmth, security and sense of belonging” that comes with having a place to call home.
The production aims to highlight that these emotions are often taken for granted while many Irish people have no home to return to – or set of house keys to call their own.
Keiron J. Walsh, director of The Savage Eye and Jump, said the campaign has an “immensely powerful message.”
“This ad campaign is an emotional response to a crisis situation and that’s what carried me and our dedicated crew through the shoot,” he said.
“I am confident this commercial will strike a chord with the public and galvanize them into helping the Peter McVerry Trust in whatever way they can.”
The campaign was scripted by Laura Halpin and Ronan Jennings, a young creative duo who represented Ireland in the Young Lions competition at the Cannes Festival of Creativity.
Speaking at the launch of the campaign, Fr McVerry thanked everyone who gave up their time and energy to deliver the project.
"This ad will help bring awareness of homelessness to a whole new generation and ensure that young socially conscious people are more likely to engage and help those on the margins of our society,” he said.