Three’s Integrated Ireland Rugby #AllItTakes Work Is Built On Desire & Dedication

In the days leading up to Ireland’s crucial Six Nations match against England, team sponsor Three rolled out a new campaign, ‘All It Takes Is Everything’, that aims to give fans a visually compelling insight into the dedication, sacrifice and commitment needed to play international rugby for Ireland.

Three, the shirt sponsor of the Ireland Senior Team and Ireland Wolfhounds and official mobile telecommunications provider to the IRFU, has chosen to build the campaign on mental and physical desire, preparation and endurance (both on and off the pitch).

At the heart of the initiative is a 60-second TV commercial narrated by head coach Joe Schmidt and featuring Three ambassadors and Ireland star players Johnny Sexton, Paul O’Connell, Robbie Henshaw and head coach Joe Schmidt.

The creative sees O’Connell tackle a rhino, Sexton breaks into butterflies and Henshaw bursts into flames.

Developed in harness with Dublin agency Boys and Girls, it was helmed by RSA’s US director Brett Foraker and edited by Final Cut aand VFX. The spot, which was shot on location in Wicklow, saw post by Electric Theatre Company, sound from Wave, Mutinity Studio and Echolab

Schmidt’s philosophy is outlined in his narration: ‘Belief is absolutely essential in this game. To be the best prepared, is doing the work before the match. It’s being in the gym…on the pitch, working hard, so that physically, you are going to rebound better. It’s going places where you didn’t think you could get enough oxygen in, to take another step to get back into the defensive line’.

The spearhead spot was supported by a set of three 20-second teasers – one focusing on each player.

Three Rugby ‘All it takes is everything’ Paul O’Connell from Boys and Girls on Vimeo.

Complementing the ads is a supporting series of documentary style short films (hosted on the brand’s digital channels and across the IRFU’s [platforms) exploring the commitment, courage and ambition of Henshaw,

and Sexton.

The final mini-documentary instalment featuring Paul O’Connell is scheduled for release later during the RBS Six Nations tournament.

There is also the seemingly obligatory ‘Behind-The-Scenes’ online film.

Using the hashtag #AllitTakes, the campaign also runs across social channels and other digital platforms,

Joe knows #AllitTakes to make someone's day is five seconds. https://t.co/mQNvuULORQ

— Three Rugby Ireland (@ThreeIrlRugby) March 1, 2015

A massive performance by Ireland capped off by the brilliance of @henshawrob seals a 19-9 win. #AllitTakes #IRLvENG pic.twitter.com/ULtARcnsQl

— Three Rugby Ireland (@ThreeIrlRugby) March 1, 2015

as well as more traditional print and outdoor work.

‘Three’s aim is to give fans insights into our rugby stars, and what it is they go through as they perform to their limit for Ireland,’ explains Three chief commercial officer Elaine Carey.

‘These players are among the best in the world; years of hard work, dedication and training is what is takes to get to the top and this campaign demonstrates that in a really creative, powerful, memorable way for Irish rugby fans. Three knows that all it takes is everything.’

Comment

This is Three’s first 6 Nations Championship campaign as Ireland sponsor as it effectively inherited the partnership after its €850m buyout of rival operator O2.

Unsurprisingly, the next few months will see the mobile operator review its combined high profile sponsorships that now also include the Ireland national football team and the O2 music venue in Dublin’s docklands (which looks likely to be renamed).

This 6 Nations campaign follows Three’s first work for Irish Rugby in November, based around the Autumn internationals, called 3Tryout.

This experiential initiative aimed to give supporters the chance to test out their own international rugby skills against the 3Tryout machine which measures speed reflexes and hand-eye co-ordination.

3Tryout was located at the West Stand Podium Entrance of the Aviva Stadium on Australia gameday.

The promotion of this initiative was fronted by players and former players Gordon D’Arcy, Conor Murray and Henshaw who all took on the machine.