To revitalise the sponsorship and elevate the status of the GAA Club Championship, AIB launched #TheToughest campaign showing what this competition had to offer. Round after round of knock out matches, played in harsh winter conditions by players that battle through the physical, mental and emotional demands of the sport. For supporters, the tension, drama and excitement, this competition is the toughest of them all. The idea was brought to life in an integrated campaign with a mix of traditional advertising, online film, social and and a TV documentary where professional sport stars swapped lives with amateur GAA players. This year AIB also took a title sponsorship of the ALL Ireland Football Championship and to tie this into the Toughest we we took some of the biggest names in GAA and showed how their clubs were at the heart of their county success. The clubs were championed as The Official Suppliers of players for the county game through TV, digital, social and print. We showed GAA in a way that has never been done before.