LOS ANGELES— The beauty of Ireland’s west coast and
the magic of its music are woven together in breathtaking fashion in a new,
multifaceted ad campaign directed by Georgi Banks-Davies for Tourism Ireland
and Publicis, London.

The campaign, produced by Friend, London, includes
an 8-minute documentary as well as 60- and 30-second spots, and promotes
the launch of a 2500 km tourist route, dubbed the Wild Atlantic Way, by
following members of the indie band Solomon Grey on a road trip. Band members
travel via Volkswagen van that doubles as a mobile recording studio and make
stops to admire the rugged coastline and visit with local musicians. The
documentary is incorporated into an interactive
website where visitors can also download a
Solomon Grey EP.

Banks-Davies, who is represented in the U.S. by Madheart, says that the agency handed her an open brief. “I
approached it with a small and lean team, so we were free to react to
unexpected situations,” she recalls. “Certain locations and people we knew were
coming, others were surprising. Key to me was that it was a very intimate
journey in a huge landscape. It had to feel epically beautiful and considered,
never a ‘grab it’ style.”

The
director, her crew and the band traveled the full route for the Wild Atlantic
Way, which extends from Donegal in the north to Kinsale in the south. The
dozens of shooting locations included the Cliffs of Moher, the tiny island of Inishmore
and the village of Crookhaven on the island’s southern tip. “I wanted to show
the diversity of the coastline from north to south, and what was unique to each
location, such as horse racing on a beach in Omey and the haunted lake at
Dunlough Castle.”

Stylistically,
Banks-Davies drew her inspiration from classic road movies and travel
photography. “The most important thing was the band—Solomon Grey,” she
observes. “I was inspired by their music and their process and, in return, they
were inspired through my pictures. It’s clear in the edit that the music and
images inspired each other.”

Credits

Client:              Tourism Ireland

Agency:           Publicis London, Andy Bird, executive
creative director.

Director:          Georgi Banks-Davies

Production:      Friend, London. Todd Bahazi, director of
photography.

Edit:                 MPC, London. Chris Roebuck,
editor.

Madheart
is based in Los Angeles. For further information, call 310-421-4441or visit http://www.madheart.com/.  The company is
represented on the West Coast by Mark Andrews (andrewsmark@mac.com), on
the East Coast and in the Midwest by Hot Betty (cat@hot-betty.com), and in the Southeast by Sarah Lange (sarahLange@cox.net).