Allianz Ireland and ad agency, In the Company of Huskies today unveiled the latest chapter of its new multi-million campaign that recognizes moments of courage that have defined the lives of individuals and, in turn, inspired Irish society.
Ellen Keane, Ireland’s youngest ever Paralympic athlete, stars in the newest edition of the multi-platform campaign, We Cover Courage, which will air on TV and digital from 3rd April 2019.
Born missing the lower part of her left arm, Ellen suffered insecurities as a child, preferring to wear long sleeves to conceal her impairment rather than suffer the looks of those who thought her different. It wasn’t until Ellen’s mid-teens that she found the courage to wear short sleeves and to face the world with full confidence. It is this very personal story that the Allianz We cover Courage advertisement features.
Over the course of her career as a sportswoman, Ellen has worked hard, has achieved, and has inspired. “Sometimes I meet girls or boys with one arm or any other disability, and they thank me. It’s nice to know it’s making a difference.”
Swimming is Ellen’s passion. With the support of her family, Ellen discovered a love of swimming at an early age. Having competed in the Beijing Paralympic Games in 2008 and placing 6th in the final of the 100m breaststroke, Ellen returned to Ireland buoyed by a new-found sense of confidence.
There was a magical moment when shooting the advert in Dublin, when Ellen and the young girl playing her younger self, Tate Willis, met for the first time. This was a significant moment for the young actor who was also born missing the lower part of her left arm. At an age when most young people are just trying to fit in, having one arm makes that even more of a challenge. This girl was facing her own challenges in living with one arm and for her to meet Ellen, who had achieved so much, offered her a role model.
“Huskies wanted to create a marketing platform that would communicate Allianz’s purpose in a compelling way. We felt this was best captured by ‘We Cover Courage’. The campaign depicts true acts of courage by Irish people and helps reconnect customers to the idealistic roots of insurance, reminding them that Allianz is there to support them when they face big and small choices that impact on their lives,” says Damian Hanley, Creative Director, In the Company of Huskies.
Allianz in Ireland is a longstanding supporter of Paralympics Ireland and their parent company, Allianz SE is a global sponsor of the International Paralympic Committee.
“I became so insecure about my arm because there was nobody in the media like me. There was nobody for me to relate to. I would like to go into media because I want to be seen.” said Paralympian Ellen Keane. “Sometimes I meet girls or boys with one arm or another disability, and they thank me. It’s nice to know I’m making a difference.”
“In this latest chapter of our We Cover Courage campaign we step change from Donogh O’Malley to Ellen Keane, an icon for elite disability sport,” said Robert McEvoy, Head of Market Management, Allianz Ireland. “Ellen’s work ethic, belief in her abilities and confidence beyond her years have seen her transcend Paralympic sport to become a household name and role model to young boys and girls in Ireland and abroad.”
Client – Allianz Ireland
Rob McEvoy – Head of Market Management
Damien O’Neill – Head of Marketing Operations
Joseph Campbell – Marketing Executive
Niamh Ryan – Marketing Executive
Creative Agency – In the Company of Huskies
Creative Director: Damian Hanley
Art Director: Damian Hanley, Nick Kelly.
Copywriter: Greg McLoughlin
Business Director: Sarah Deeny
Account Manager: Kritika Verma
Senior Account Executive: Cillian McSweeney
Agency Producer: Brian Daly
Senior Designer: Nicole McMahon
Digital Strategy: David Hayes
Social Media Manager: Thomas Ryan
Production Co.: Pull The Trigger
Director: Richie Smith
Executive Producer: Maxine Brady
Producer: Grainne Tiernan
Post Production – Screenscene
Editor: Juniper Calder
Sound: Will Farrell
Grade: Donal O’Kane
Compositing : Gavin Casey
Post Producer : Peter Greene
Music – Denis Kielty
Photography – Neil MacDougald Photography