| Title | Mending the Cracks |
| Agency | TBWA\Dublin |
| Campaign | Mending the Cracks |
| Advertiser | Dublin Samaritans |
| Brand | Dublin Samaritans |
| Date of First Broadcast/Publication | 2024 / 4 |
| Business Sector | Charities, Foundations, Volunteers |
| Story | Kintsugi, a centuries-old artistic practice meaning ‘golden joinery’, involves repairing ceramics that have fallen into disrepair with lacquer and gold. Our lives can be similarly infused with fragility, setbacks and unpredictability - even at the best of times. But our lives much like the ceramics can be repaired and pieced back together with even more beauty. TBWA\Dublin saw parallels between this idea and the vital service provided by the Dublin Samaritans. Talking, and being listened to, can be what pieces things back together. In addition to embracing an openness towards cracks that might have appeared in ourselves, these thoughts are the cornerstone of the Dublin Samaritans - seen through their team of volunteers to listen without judgement, 24/7. This idea influenced and informed the campaign’s execution as well. Artist Joe Caslin created a portrait of Daragh Fleming onto a wall on Montague Lane that was specifically chosen for its pre-existing cracks. For the timespan of a week the public, as they travelled through the busy walkway, saw it as just a cracked mural. It was only after that week that the cracks were filled with gold, transforming the portrait into something more than a sum of its parts, and enforcing the message that cracks can be more than repaired through talking, and being listened to, by the Dublin Samaritans. |
| Media Type | Web Film |
| Length | |
| Executive Creative Director | Des Creedon |
| Copywriter | Des Creedon |
| Creative Director | Niall Staines |
| Art Director | Niall Staines |
| Art Director | Leona Smyth |
| Studio Manager | David Picquenot |
| Retoucher | David Picquenot |
| Retoucher | Kevin Brooks |
| Business Director | Yvonne Caplice |
| Account Director | Katie Corscadden |
| Senior Account Executive | Niamh Fitzgerald |
| Head of Digital | Luke Wilson |
| Social | Luke Wilson |
| Content | Luke Wilson |
| Social Strategist | Clare Maunder |
| Music | Bicep Productions |
| Creative Producer | Megan Brady |
| Director | Leah Byrne |
| Director | Pat Co |
| Director | Matthieu Chardon |
| Editor | Matthieu Chardon |
| Editor | Pat Co |
| Producer | Zsofi Abel |
| Assistant Producer | Anita Hopkins |
| Sound Designer | Kevin Breathnach |
| Editor | Rupert Morris |
| Artist | Joe Caslin |
| Production | Bolt |
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