Oscar-nominated director Lenny Abrahamson lends a hand for Irish homeless charity ad
Oscar nominated director Lenny Abrahamson was delighted to be involved in a new cinema ad campaign to target homelessness.
The creator of highly acclaimed movie Room had come together with TV director Kieran J Walsh to work on the advert - These Little Things - for the Peter McVerry Trust.
Abrahamson and Walsh worked on the €350,000 project in conjunction with 'Pull the Trigger', Wide Eye Media, IAPI and a host of young Irish professionals.
The campaign is accompanied by a promotional hashtag, #Keys4Homes, and takes its inspiration from the symbolic importance of house keys.
In January 2016, Peter McVerry Trust partnered with Wide Eye Media and the Institute of Advertising Practitioners in Ireland (IAPI) to create a competition for teams of young advertising professionals to create a campaign.
These Little Things was scripted by a duo from creative agency Havas Dublin, Laura Halpin and Ronan Jennings, winners of the Cannes Young Lions competition.
The quirky ad campaign was shot in Dublin with the help of homeless advocate Fr Peter McVerry.
"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," Fr McVerry said.
"I'm delighted to lend my support to Peter McVerry Trust, a charity I have great regard for," said Abrahamson (left).
"They do such important work for one of the most vulnerable groups in Irish society.
"I am also happy to be able to share what experience I have of advertising with talented creatives at the beginning of their careers."
It will be screened for six weeks in 72 cinemas nationwide from Friday.