Londis Rathbar - Tom
Londis Rathbar - Hoarse Gran
Londis Rathbar - Little Expert
Londis Rathbar - Long version
Description
Londis have always taken pride in their deep roots in local communities. Looking to highlight the role of independent retailers in Ireland, we created an advertising & social media campaign to bring this message to the public in a memorable way.
Working on the insight that nothing brings a community together like support for the local sports team, Forsman & Bodenfors created the fictional town of Rathbar, where locals gather in Londis to discuss the fortunes of their sporting heroes. As a fun twist, it is revealed that the Rathbar team hasn’t won a game in generations, allowing for wonderful moments of warm humour and community spirit to shine through.
Shot in a mockumentary style by director Stevie Russell for Assembly Productions, the world of Rathbar debuted to acclaim with a series of films on TV and on social media, introducing a cast of colourful characters, including Tom, the shop manager and “spiritual captain” of Rathbar; Hoarse Gran, a lifelong supporter whose gravelly voice embodies the town’s passion; and the Little Expert, a pint-sized pundit with a love for stats and big dreams for the future.
This professional campaign titled 'Rathbar' was published in Ireland in April, 2026. It was created for the brand: Londis, by ad agency: Forsman & Bodenfors. This Content and Film media campaign is related to the Retail Services industry and contains 4 media assets. It was submitted about 3 hours ago by Head of Production: Brian Daly of Forsman&Bodenfors Dublin.
Credits
Advertising Agency: Forsman & Bodenfors, Dublin, Ireland
Production Company: Assembly, Dublin, Ireland
Executive Creative Director: Damian Hanley
Senior Art Director: Helen O’Higgins
Senior Copywriter: Gerry McBride
Head of Production, Dublin: Brian Daly
Senior Client Manager: Alvy Burke
Director: Stevie Russell
Producer: Rebecca Bourke
Production Manager: Gráinne Tiernan
Director of Photography: Keith Pendred
Production Designer: Joe Fallover
Stylist: Sarah Flanagan
Hair/MU: Barbara Conway
Location Manager: Mark Darker
1st AD: Mike Donnelly
Grip: Jimmy Gillen
Gaffer: Addo Gallagher
Sound Recording: Matt Thomson
Sustainability Officer: Alexandra de Valera
Editor: Stevie Russell
Casting: AC Casting
Post House: Gabha
Post Producer: Jess Felton
Colourist: Andrew Francis
Online: Sarah Gillick
Sound Design: Mark Richards at Mutiny Sound
Mnemonic: Folding Waves
Client: BWG Foods – Londis
Londis Marketing Manager: Gillian Rigley
Londis Brand Manager: Darrol Holden
CMO and Communications Manager: Suzanne Weldon
