Bord Bia asked McCann Erickson to launch an intitaitive that could be instrumental in turning around the fortunes of this country. The ambition is to position Ireland as a global leader in sustainable food and drink production. We were asked to create a communications idea for this initiative including a brand name, and to produce a short film to launch the programme. In collaboration with BFK, we developed the name and brand identity – Origin Green. We shot in Kilkenny with Saoirse Ronan. The initiative involves Irish producers setting targets in areas such as emissions, energy, waste, water, biodiversity, and animal welfare.