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2016

AIB GAA – The Toughest Challenge

Company Rothco
Client AIB
  • Bronze
    1 Display: Print, Digital & Experience - Experience & Activation
Creative Director
Alan Kelly
Concept
Kate Waters and Orla Byrne
Art Director
Orla Byrne
Copywriter
Kate Waters
Agency Producer
Emma Ellis
Production Company
Tiny Ark
Producer
Nathan Reilly
Director
Joesph von Meding
Account Director
Aedamair Cassidy
Account Director
Jimi McGrath
Marketing Manager (Client)
Nuala Knoondijk
Creative Director
Alan Kelly
Concept
Kate Waters and Orla Byrne
Art Director
Orla Byrne
Copywriter
Kate Waters
Agency Producer
Emma Ellis
Production Company
Tiny Ark
Producer
Nathan Reilly
Director
Joesph von Meding
Account Director
Aedamair Cassidy
Account Director
Jimi McGrath
Marketing Manager (Client)
Nuala Knoondijk

To promote AIB’s sponsorship of GAA Club and County, AIB challenged one devoted Dublin fan named Andy to prove his loyalty to his club by giving up his ticket for the All-Ireland football final to support his rival county on match day. The brave club player ditched his blue jersey and cheered for the Kingdom in a pub packed with staunch Dublin GAA supporters.

Hidden cameras captured the Dublin fans as they eyeballed Andy entering the pub. When Andy shouted for the boys in green and gold, the Dublin fans literally told him he was a brave man. The atmosphere was electric when Dublin won, and the fans, showing the real spirit of GAA, sincerely commiserated with the Kerryman when they thought his team lost.

Andy didn’t know what was going to happen next until Dessie Farrell, Chief Executive of the Gaelic Players Association appeared on an AIB branded screen to reveal Andy’s true identity and that he had won €5,000 for his football club. It was a fantastic experience for all involved in the activation and shone a really positive light on the passion and loyalty of GAA fans.

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