Sleeping Flags
The flag is an incredibly important to all members of the Irish military. They have risked their lives for it. They hold it in the highest esteem, and the protocols around its representation and treatment are incredibly strict.
We created Sleeping Flags. We took the iconic green, white and orange Tricolour flag and paired it with the object most universally associated with homelessness, the sleeping bag. A jarring and shocking combination which forced the public to consider what is more important to them – the flag, or the people who serve it.
The campaign was covered by every national TV, Radio station and newspaper in Ireland, creating such an impact that it was discussed on the floor of Dáil Eireann, the Irish Parliament. Within 48 hours, O.N.E. had received a 4,560% increase in donations versus the previous year.
