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Mic's Chilli Shamrock Sauce Blows Leprechaun Minds This St Patrick's Day

Boys and Girls, 6 months, 2 weeks ago

Boys and Girls launches an explosive new campaign for the hot sauce brand

Mic's Chilli Shamrock Sauce Blows Leprechaun Minds This St Patrick's Day

Mic's Chilli has launched a fully integrated advertising campaign created by Boys and Girls. The campaign comes from the Leprechaun Board of Health warning all the 'Little fellas' not to be tempted by the heat of Mic's Chilli.

After one of the little fellas robbed Mic's favourite pair of buckled shoes as a child he vowed to track them down and get rid of every one. After studying the Leprechauns in their natural habitat Mic uncovered the Leprechauns' Achilles heel. He discovered that they adore the heat from Chilli but one sip of the chilli sauce that's laced with tiny bits of shamrock explodes their bodies into a thousand pieces.

The project started over 4 years ago when Laurence O'Byrne, Senior Art Director at Boys and Girls, bumped into Michael Wejchert (Mic) at an advertising awards night. The two decided to work on developing the Mic's Chilli brand. From the packaging design created by the award wining illustrator Steve Simpson to the stunning portraiture photography by Alex Telfer and the viral piece by Brian Williams, everything about this campaign pays homage to the Irish Leprechaun and their love of the heat from Mic's Chilli. For the last 4 years a huge team of talented collaborators and creatives have worked on the project known as 'the Little people'.

The opening pitch to most of the team was: would you be interested in the idea of blowing up a leprechaun? The multi awarded photographer/director of photography Alex Telfer shot over 500 photos for the campaign alone. His retoucher Simon Williams retouched every single one. 

The dynamic and international director Brian Williams jumped on board in putting the film elements together: grading, motion graphics, and titles with VFX effects provided by the boutique effects house Piranha bar. David Blake edited all the photos together while Gareth Averill scored the piece and designed the sound design: backwards Irish speaking Leprechauns. Bespoke leprechaun coffins with the shamrock sauce have been posted all over the world from New York to Japan.

Creative Agency

Creative Director: Colin Nimick & Des Kavanagh

Executive Creative Director: Laurence O'Byrne & Rory Hamilton

Creative: Kris Clarkin, Paul Belford, Dan Henson, Shane O'Riordan

Producer: Derek Doyle & Sarah Chadwick

Creative Agency: Boys & Girls

Creatives: Fay Teo, Shane Casey, and Leandro Costa

Creative Team: Claire OReilly, Richie Healy

Business Manager: Chris Upton

Account Management: Fiona Gill

Typographer: Paul Belford

Music and Sound

Sound Design: Gareth Averill

Sound Mix: Raygun- Dean Jones


Editor: David Blake

Post Production / VFX

Flame: Alan Foley

Post Production House: Piranha Bar

Print / OOH

Retoucher: Simon Williams

Production Company

DOP: Alex Telfer

Photographer : Alex Telfer

Category: Food , Sauces and spreads

Genre: Animation , Comedy