● Case Study
BORD GÁIS ENERGY
BRINGING A NEW ENERGY TO AN ANCIENT GAME
THE BACKGROUND
Over the past six years, we have led the strategy, creative and production of Bord Gáis Energy's All-Ireland Senior Hurling Championship sponsorship, giving them a highly engaging and distinctive voice in the space through a diverse mix of 360 campaigns spanning episodical youtube series, social content, TV commercials and much more.
THE CHALLENGE
For 2023, Bord Gáis Energy tasked us with helping them to champion a new wave of diversity and inclusion in hurling. In a cluttered sponsorship space and against the backdrop of growing wave of corporate D+I campaigns, we needed a campaign that could break through the noise, delivering an important message in the right way whilst staying true to their distinct brand world and positioning.
Watch the film.
THE INSIGHT
Our game, it puts hands in hands, goes head to head and toe to toe. It sends ash to ash, village to village, county to county, passes generation to generation.
It stands shoulder to shoulder, lives neighbour to neighbour, sees eye to eye, holds soul to soul and brings skin to skin. It sets us apart and brings us together, It’s everyone’s and it’s nobody’s.
IT'S ANYONE'S GAME
It's Anyone's Game celebrates all that is great about our modern, progressive Ireland through the lens of hurling. With this platform we aimed to capture and present a unique perspective into the real lives of those who make up the hurling community. Ireland is open to all, and from now on, so is hurling.
THE EXECUTION
The campaign hung off a series of raw, passionate moments of people coming together around the game. Through striking, bold & iconic imagery, initiatives and content, we painted a picture of Ireland in a way that's never been done before in the GAA sponsorship landscape.
We wanted to be inclusive in as normal a fashion as possible. By casually including an even spread of characters across all races, genders and sexualities, we could paint a picture of modern Ireland, the welcoming game that Hurling is, and always should be.
We decided to shed light into all corners of the country, not only the top-flight players. We rooted the campaign in how the sport brings people together, with every scene carefully conceived to represent this
THE RESULT
The hero film was a multi-vignette piece, containing 10 scenes from around the country that created an upbeat, heartwarming and energetic ode to the game of hurling and how it brings people together.
The TVC ran throughout the men’s Senior Hurling Championship season of 2023, with supporting TV idents that bookended live Hurling broadcasts.
