The prize included photography, artwork and copywriting to be used across a multimedia campaign and unsurprisingly entries flooded in from across Northern Ireland and
beyond. In May, Howell House, a craft bakery from Saintfield, was drawn as the winner.

It was then that the work really began, with Mark Smith, Creative Director of Midnight Oil, taking up the reins as Project Manager. Having carried out extensive research that included consuming lots of tea and cake, a number of creative solutions were developed, all of which were warmly received by the client.

With the concept agreed in principle, Mark and photographer, Richard Watson, sourced the studio location and make-up artist to help bring it to life. The team brought people, props and product shots together and produced the artwork that appears on this page. Colette Wilson from Howell House said of the result: “We felt that Midnight Oil’s concepts captured the traditional feel of the brand and portrayed the high quality synonymous with Howell’s Handmade products. It’s a great showcase for our new range of Cake Slices, which includes four varieties: Lemon Drizzle, Apple and Cinnamon, Chocolate Orange and Toffee. They will be available in Tesco, Asda and Sainsbury’s from August 8 and in all stores by September.”

For their help in meeting Howell House’s high expectations Mark would like to thank Denise Beagan, owner of Alex Mekki, and Jackie Greig, Hair Stylist, as well as model Eve Wallace, and the fantastic Rachel Weir, Makeup Artist. Huge thanks also go to Alyson Jane Couture, fashion designer and Sarah O’Neil, Stylist, for their help with clothing and the amazing dress. Further thanks are owed to Innocent Chaos, Harlequin Fancy Dress and Illusion Wigs and Hairpieces.

AGON limited are a new, energetic company specialising in construction and commercial property development.

Keep an eye on the Midnight Oil website to watch this exciting campaign unfold.

Speaking on behalf of Howell House, Marketing Manager Colette Wilson, said:

“We’re pleased to have won the opportunity by Midnight Oil to develop a one-off advertising campaign for our Howell House brand. It will be interesting to see how they capture the artisan credentials of the Howell House brand and its range of homemade cakes and biscuits. We look forward to seeing the end result!”

Acquired by Irwin’s Bakery five years ago, Saintfield based Howell House specialises in Irish style cakes and biscuits (Howell’s Handmade) including the top selling local favourite – Jammy Joeys.

We at Midnight Oil would like to put out a big THANK YOU to everyone for entering – and so that you don’t loose out, We’ve decided to offer (strictly entrants only) specially reduced creative rates on any project you wish for us to get involved with. It is only available for a short time so please, take advantage of it.

If you would like to avail of our gesture, please let us know and we’ll get in touch immediately.

We hade lots of entries from all kinds of businesses across the province, Ireland and even some from the rest of the UK.

Alistair Reddick
Head of Creative

John Magee
Owner

Belfast Back Care & Physiotherapy

Mark re-branded the business identity and developed a fantastic website. I was able to recoup my investment in only a few months. When I first contacted Mark I had been in business for over ten years and didn’t need to advertise as most of my work was from word of mouth. But when I decided to develop other sides of the business I found the website invaluable and has attracted great clients from all over Australia.

Polystyrene Solutions always produced exciting quality work but it was only until I dealt with Midnight Oil that the projects were presented in an exciting and professional format.

My only regret is not contacting Mark sooner!

Bob Stevenson

Stuart Kane

Neal Doherty