Running under the retailer’s ongoing ‘Style Meets Substance’ GAA sponsorship platform, Littlewoods Ireland’s celebrates the return of the GAA All-Ireland Hurling Championship via a campaign called ‘It’s Championship’.
Launched on 23 October, the ATL activation celebrates the nation’s anticipation and excitement for the Championship 24 hours ahead of its long-awaited return.
Created in harness with agency Folk Wunderman Thompson, the online retailer celebrates the people behind the game – positioned as being people of substance – the fans and their passion for hurling.
The hero spot’s narrative arc follows the energy of the road to Championship and how that journey differs fan to fan, team to team, county to county
The campaign launched on national television and also spanned VOD, PR, digital and social – including content on TikTok’s new ad platform.
The lead video features long-standing Littlewoods Ireland ambassador Jackie Tyrrell with Limerick’s Cian Lynch, Clare’s Tony Kelly and legends of the game such as John Mullane (Waterford) and Gerry McInerney (Galway).
Yesterday we launched our 2020 Style Meets Substance Hurling Championship campaign
This year, more than ever, we want to celebrate hurling people- their individuality, love for the game and the joy of Championship.
Stay tuned for all the #StyleOfPlay action this season!pic.twitter.com/ekTI0bxWK5
— Littlewoods Ireland GAA (@LWI_GAA) October 21, 2020
“We have never had to wait as long for the Championship to get underway as we have had to in 2020. This has elevated anticipation and excitement to almost unbearable levels. We are finally here,” explained Folk Wunderman Thompson Creative Director Keith Lawler. “With this campaign we wanted to capture what the Championship means to people, how we look forward to it and that it’s just a part of who we are. There’s nothing like it, the Championship is just different.”
Littlewoods Ireland Performance and Sponsorship Marketing Manager John Carey added: ‘2020 heralds our fourth year as a sponsor of the All-Ireland Senior Hurling Championship and we’re delighted to celebrate that with the launch of Style Meets Substance. For us, this represents a celebration of the passion hurling fans have. It’s marrying the style of the great game with the substance of its fans and the individualism they bring in the support for their teams on the road to Championship.”
The campaign was created for Littlewoods Ireland Performance & Sponsorship Marketing Manager John Carey and Sponsorship Lead Pippa Doyle by Folk Wunderman Thompson.
The creative agency team was led by Creative Director Keith Lawler and Agency Producer Eric Brindley, with Joint Managing Director Laura Daley and Senior Acount Manager Sarah Conlan.
The production company was Abstraction Pictures with Director Lorcan Hynes, Producer Simon Doyle, Production Manager Liam Ryan, Production Assistant Shannon Kearney, Director Of Photography Narayan Van Maele, Editor Rob Hegarty and Production Designer Christina Brosnan.
Post production was handled by Raygun with Post Producer Jen Connolly, Sound Designers Steven Maher and Dean Jones, Flame Richie White and Graphics Elliot Ruddy, with VFX by Eddie Sheanon and Emmet O’Farrell and Grade by Outer Limits’ Gary Curren.
Links:
Littlewoods Ireland
https://www.littlewoodsireland.ie/
https://www.youtube.com/c/littlewoodsireland
https://twitter.com/LittlewoodsIRL
https://www.instagram.com/littlewoodsirl
Folk Wunderman Thompson
https://www.wundermanthompson.com/ireland
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