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2016

All It Takes “Tackle”

Company Boys and Girls
Client Three
  • Commended
    Display: Outdoor, Print & Digital - Outdoor Poster (48 Sheet or Larger)
Creative Director
Rory Hamilton
Copywriter
Kris Clarkin
Art Director
Laurence O'Byrne
Account Director
Pat Stephenson
Account Director
Gemma Sherlock
Account Director
Sinead O'Moore
Head of Art
John Kilkenny
Photographer
Alex Telfer
Retoucher
Simon Williams
Retoucher
Alex Goodwin
Designer
Shane O'Riordan
Marketing Manager (Client)
Elaine Carey
Marketing Manager (Client)
Aislinn O'Connor
Creative Director
Rory Hamilton
Copywriter
Kris Clarkin
Art Director
Laurence O'Byrne
Account Director
Pat Stephenson
Account Director
Gemma Sherlock
Account Director
Sinead O'Moore
Head of Art
John Kilkenny
Photographer
Alex Telfer
Retoucher
Simon Williams
Retoucher
Alex Goodwin
Designer
Shane O'Riordan
Marketing Manager (Client)
Elaine Carey
Marketing Manager (Client)
Aislinn O'Connor

Paul O’Connell is not just Ireland’s captain; he’s the heart of the Irish team and has been for more than 100 games.

This dramatic image, part of the ‘All it takes is everything’ campaign for Three Ireland’s sponsorship of the Irish Rugby team, explores the physical and psychological nature of his role for the team and supporters.

O’Connell is known for leading by example and giving absolutely everything for his country. In this image we have abstracted what it feels like to be tackled by Paul O’Connell. The dust and dirt is a visual metaphor for how O’Connell will ‘destroy’ whatever comes in his path.

This images shares similarities to the scene from the TV campaign, when O’Connell reduces a Rhino to dust but crucially the execution is different so as to fully take advantage of the medium. The tight crops on O’Connell’s face create an arresting and dramatic image (especially when blown up to 48 sheet format) that captures the ferocity and intensity that goes into every single tackle from Paul O’Connell.

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