AIB GAA - #THETOUGHEST WEEKEND 

The Problem

In Ireland, Gaelic football has two major competitions: The County Championships and the Club Championships. The problem for AIB, the main sponsors of the Club Championships, was that the County Championships were overshadowing them with a higher profile and a bigger fan base.  AIB asked us to promote the AIB GAA All-Ireland Club Championships and remind people of the love they have for their club on the biggest day of the year in county football. Not being an official sponsor of the County All-Ireland meant we had to do something different to stand out.

THE IDEA

GAA fans love their local club. But when your county starts to do well in the All-Ireland, your club can be forgotten. We decided to target GAA fans on the biggest day of the year in county football and hijack Sam. We wanted to put fans’s passions to the test. We asked fans to make a choice, the toughest of them all, would you rip up your match ticket for much needed funds for your club?

THE RESULTS

#TheToughest Choice video accumulated over a million views between Facebook and Youtube. It received coverage from the national media and even prompted complaints to the GAA from the official County Championship sponsors that we had stolen their thunder.

AWARDS

Kinsale Sharks 2015, Ambient Campaign , Silver.

Kinsale Sharks 2015, Online Video, Silver.

Kinsale Sharks 2015, Web Campaign , Bronze. 

ICAD Awards 2015, Social Media Campaign, Bronze.

ICAD Awards 2015, Earned Media Campaign, Bronze

Digital Media Awards 2014, Online Video, Silver.