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RGI: Even If It's Daniel
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‘Even If It’s Daniel’
Registered Gas Installers Ireland (RGI) faced a tough challenge. How to get a disinterested public to listen to a safety message about the less-than-sexy area of gas boilers and appliances? After creating the unique Tommy McAnairey character in 2015 to raise carbon monoxide awareness for Gas Networks Ireland, the challenge this year was to deliver a stand-out follow up campaign. Most people don’t know that it is illegal to use an unregistered gas installer -that’s how serious an issue it is. An inexperienced gas installer could put you and your family’s health at serious risk and only a registered gas installer can guarantee your safety. ROTHCO created a campaign to bring to life the message that you should never use an unregistered gas installer –no matter who they are –in an entertaining way. The executions centred on a super fan meeting the one and only Daniel O’Donnell. When he innocently offers to look at her problematic boiler, the tone changes and wee Daniel is cast outside in the cold. The commercials were directed by David Kerr of Mitchell & Web and Inside No. 9 fame and produced by Speers films. True to his charming reputation, Daniel O’Donnell can now count all 140 ROTHCO employees as fans. The only difficulty encountered on the day of the shoot was discovering Daniel famously doesn’t drink tea. The extensive Daniel memorabilia was generously loaned by real life superfans. One of whom went on to bring the Daniel blind home and it has since been installed in her home.
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