Discover Ireland: The True Home of Halloween Awaits You

Tourism Ireland and Publicis London Reclaim Halloween’s Origins with “Home of Halloween” Campaign

Halloween, a beloved global celebration, is often associated with spooky decorations, costumes, and parties. But many people don’t know that Halloween’s origins can be traced back to the ancient traditions of Ireland. Tourism Ireland has partnered with Publicis London to launch the “Home of Halloween” campaign to highlight this rich history, inviting the world to experience Halloween where it all began.

Halloween originated over 2,000 years ago in Ireland as the Celtic festival of Samhain, marking the veil thinning between the living and the dead. While this tradition has been embraced and commercialized worldwide, it is still celebrated with deep cultural significance across Ireland today. The “Home of Halloween” campaign seeks to reclaim Halloween’s true roots and promote Ireland as the ultimate Halloween destination.

At the heart of the campaign is a haunting 60-second hero film directed by Leonn Ward and produced by Irish agency Tiny Ark. Shot in dramatic black-and-white on 16mm film, the visuals capture Ireland’s eerie beauty, from shadowy woodlands to ancient tombs and rugged cliffs. The film tells the story of how Halloween traditions like jack-o-lanterns and bonfire festivals began in Ireland, before transitioning to modern-day celebrations.

The campaign also includes shorter video cuts and stills that will run across TV, cinema, and social media, all aimed at encouraging tourists to visit Ireland during the autumn season.

Alice Mansergh, CEO of Tourism Ireland, emphasized the importance of reclaiming Ireland’s cultural heritage: “Halloween is one of the world’s favorite festivals, but not everyone knows it originated here in Celtic culture. Through this campaign, we aim to showcase the rich history, beautiful scenery, and vibrant Halloween festivals across Ireland.”

With stunning visuals and a compelling narrative, this campaign invites travelers to see Halloween in a new light and experience it where it all started — in the mystical land of Ireland.

Credits:

Client: Tourism Ireland
Advertising Agency: Publicis London
CCO: Noel Bunting
Creative Directors: Rhys Hughes, Barret Helander & Steve Paskin
Designer: Oskah Manchip
Strategy Director: Adam Mcglashan
Senior Strategist: Dalonie Graham
Strategist: Rosie Mahoney
Group Business Director: Josh Norris
Senior Account Director: Luke Perry
Account Director: Guergana Stoytcheva
Account Executive: Lucy Wood
Agency Producer: Donna Baker
Media Buying Agency: OMD

Production Company: Tinyark
Director:  Leonn Ward
Editor: Rob Hegarty
Producers: Donna Baker & Sid Daffran
Post-Production Company: No8
Photographer: Rich Gilligan