We are delighted to share our first product placement in a film for the movie, Greatest Days, starring Irish comedian, actor and writer, Aisling Bea.

Greatest Days is a heartwarming and uplifting story about a group of friends who reunite years after leaving school to relive their glory days.

Aisling, who plays one of the lead roles in the film, is a long-time supporter of Madlug and requested that her character, Rachel carry a Madlug bag in the film. Our Olive Green Roll-Top Backpack can be seen in several scenes throughout the movie.

Ashling Bea loves her Madlug Bag!

“I love my Madlug,” she said. “Heartbreakingly, most children in the care system carry their belongings in a bin bag. “Madlug aims to provide kids in care with bags to carry their things in but also just some basic dignity – a fact that would never have occurred to me previously.

“Each of the bags they give away folds up so it can fit in a sock drawer and has a label saying, 'you are incredible', to remind that child of their value and worth.”

Grace Clark, assistant costume designer for Greatest Days, said: “We try to work as much as possible sourcing sustainable products. We chose to look at Madlug initially after a recommendation from Aisling but the ethos behind the brand also really appealed to me and Sian, the costume designer."

Rachel, the character Aisling plays, is a real down-to-earth heroine and it was important to us that she felt relatable and believable. The Madlug Roll-Top Backpack was a perfect choice for Rachel. It’s practical and easy to use and has a strong, simple aesthetic.”


Dave Linton - Founder of Madlug“We are honoured that Aisling chose our brand to be a part of this feel-good film, and we can't wait for audiences to see it,” said Madlug founder, Dave Linton. “Not only is this our first product placement in a film, but it's also an opportunity to raise awareness about incredible children and young people in care."

“There are currently over 100,000 children and young people in care in the UK and Ireland, most of whom move their belongings in black bin bags and plastic shopping bags. For those who don't know, we are a bag company that stands for ‘make a difference luggage’.

“We exist to ensure that every child has huge value, worth, and the right to move with dignity. With every bag we sell, we give a pack-away travel bag to a child or young person in care.

“We hope that seeing our backpacks in Greatest Days will inspire more people to support the Madlug movement. Keep an eye out for our bag and know that you're supporting a great cause when you purchase a Madlug for yourself or a loved one.”

 Watch the trailer below... then go enjoy the movie and see if you can spot the Madlug bag placements :)


June 15, 2023 — Emma Gibbins

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