One in 10


Agency  DDFH&B Dublin
Client Barnardos
Date 2006

As part of Barnardos 1 in 10 campaign, this television commercial was conceived as fly-on-the-wall documentary style piece. To capture the reality of the 10% of children in Ireland living in poverty, we shot in a housing estate in Tallaght, Dublin and got Lenny Abrahamson to direct. The subtlety of the performances Lenny elicited from a cast of young amateurs was incredible, though perhaps unsurprising given his later success.

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