The Irish Wind Energy Association (IWEA) wanted to turn the tide of public opinion in favour of wind energy. The idea was to tap in to the Irish sense of national pride and explain that wind offers us a way to lead the world once more while becoming less reliant on imported energy.
Researching, I came across a speech that John F. Kennedy gave to The Dáil in 1961 just a few months before his assassination. I edited the 25 minute monologue together to make the spot, creating a new narrative that was relevant to our message.
85% of Ireland’s energy is imported from abroad, meaning we only produce 15% entirely independently of any other country. In this OOH piece, we crammed all the artwork and copy in to 15% of the total area of the poster in order to dramatise the imbalance.
The radio followed the same idea. Only 15% of the dialogue is read by an Irish actor, the others taken from countries that we import energy from. Budget was limited, so we crowd-sourced the voices on the internet, using people’s home podcasting studios to capture the audio, cutting it together to create the spot.