Growing up Together with Vodafone Ireland

Vodafone Ireland has launched Growing up Together, a beautiful new through the line campaign to communicate its market-leading Red Family Plan. In an advertising first, this campaign is a tale of two halves, one story seen from the perspective of two brothers in two touching pieces of film.

This one family story is brought to life firstly from the perspective of the older brother, and in the second ad, from the story of the younger brother. The way they communicate seems to be changing and they are having trouble adapting. Both are growing up and as a family, technology is helping them all grow together. With such a brave format which has never been done before, it presented a unique creative and production challenge to ensure both ads work apart, but crucially together too.

Conversations with parents informed the idea; highlighting that while technology in their child’s lives is now a rite of passage, it has a role to play in keeping lines of communication open as their family grows older. Every touch point from TV to social media sees the world from the two brother’s perspectives, and showcases the unique technology and plans designed for Irish families increasingly complex needs.

Directed by Australian Liz Murphy, represented by Sweetshop, the entire shoot was managed with Murphy remaining down under, showcasing the outstanding developments the industry has made to facilitate remote shooting. Murphy’s previous work includes McDonalds, Persil and Volkswagen and she was chosen by Vodafone for her unique ability to ‘to make stuff that gives people the feels’.

Liz Murphy, Director at Sweetshop said, “Telling the story from two different perspectives is such a clever and unique way to engage the audience, it’s also a dream brief for a Director. The scope in these scripts to add hidden detail, build tension from scene to scene and give the audience little treats only captured on repeat viewing was really exciting to play with. This is what makes this Vodafone campaign so powerful.”