SPONSORSHIP  |  BRAND PLATFORM  |  CONSUMER CAMPAIGN

This campaign is based on a true story which was told by a Bank of Ireland team member during a collaborative workshop with Ringers.

The story began in Irish camp where a player got injured on the eve of an international game. This meant players were called in from the provinces as urgent cover. Which meant the provinces called in their academy players from the clubs. Which meant the clubs called up players from seconds to firsts, thirds to seconds and fourths to thirds, with one player having to come out of retirement to play for the fourths.

With this sponsorship platform we always go looking for the “Never Stop Competing story”and within Irish rugby there are plenty. This time we told a story that involved the Irish Rugby team, the provinces and grassroots, because that is the breadth of Bank of Ireland’s sponsorship of Irish Rugby. Rugby ads can be a little too serious at times and carry overly worthy messages. So it was great to be able to tell a story that rings true, carries our message, but brings its own sense of fun and energy.

The campaign includes outdoor and social films with a TV ad at its heart.