Rothco, part of Accenture Interactive, has launched a new campaign as part of AIB’s ongoing sponsorship of GAA. The new campaign, which is called ‘Tough Can’t Quit’, applauds the commitment of players, coaches and Club Championship fans who give their all to the team and to making the sport great .
After previous #TheToughest campaigns such as “The Toughest Trade”, “Road to Croker” and “The Toughest Summer”, the platform is now in its 7th year.
The 60″ TVC features those who embody the spirit of our GAA communities and the campaign has brought in a host of current club players, coaches, fans and family supporting the cast, to build the cast and add to the intimate and familiar feel of the film.To preserve the film’s personal atmosphere, filming was purposely kept short, allowing the creative team to capture the quiet moments behind the scenes, the moments that make people feel tough.
In addition to the 60-inch film, the agency also created 30- and 20-inch films, all of which were promoted on social media (Facebook, Twitter, and TikTok). The campaign will also air on OOH and DOOH.
“Tough Can’t Quit” is all about players’ perseverance in the club game, often with no real tangible reward in the end, says Rothco’s creative director Ray Swan. They give so much of their life to their club and their community – and they don’t ask for anything in return. ‘Tough Can’t Quit’ celebrates those who form the backbone of the GAA in Ireland – the people you’ll never see portrayed as sporting heroes, the people who aren’t in the spotlight. These are the same people who define everything that is unique and special at GAA. So we made them heroes.
“Our sponsorship properties across the GAA portfolio are very important to AIB. We have been a sponsor of GAA for over 30 years and are delighted to bring this new positioning to life for Club Football, Hurling & Camogie with our partners at Rothco, Accenture Interactive. “Tough Can’t Quit” spotlights the everyday gamer who perseveres without rhyme or obvious reason. They persevere because of their commitment to family, friends, teammates and communities. We’re really proud of the work and are excited to release it to the world,” adds Mark Doyle, AIB’s Marketing Director.
Credits
Marketing Director: Mark Doyle
Brand Manager: Michael Green
Deputy Brand Manager: Sinead McHugh
Digital Content Manager: Niamh Ferguson
Agency: Rothco, subsidiary of Accenture Interactive
Senior Agency Producer: Laura Cahill
Global Executive Producer: Jessica Derby
Creative Director: Ray Swan
Creative team: Carina Caye and Eoin Conlon
Branch Manager: James Moore
Senior Account Manager: Sarah Murphy
Account Manager: Andy Williams
Account Manager: Siobhan Carrabin
Chief Strategy Officer: Darius Pasalar
Lead Strategist: Darren Soon
Workshop manager: David Gallagher
Senior Finished Artist: Mickey Hughes
Print Producer: Willie Byrne
Production company: Antidote
Director: Alan Masferrer
Director of photography: Albert Salas
Producer: Andrew Freeman
Executive Producer: Paula Stewart
Production Coordinator: Sarah Barr
Distribution Coordinator: Kate Gurren
Director: Peter Conway
1st Assistant Director: Jonathan Quinlan
Handle: Darrell Murphy
Sound engineer: Rob Moore
Production designer: Anna Rackard
Stylist: Sarah Flanagan
Hair and makeup: Barbara Conway
Conductor: Stephen McCarthy
SFX: Film FX Ireland
Medic & Covid Compliance: Blue Screen Medics
Editor: Dan Sherwen
Editing Assistant: Matt Gabzdyl
Post-Production/Offline: Final Cut
Offline Supervisor: Maggie McDermott
Post Production Supervisor: Penco Post (Jen Connolly)
Post-production/online: screen scene
Post-production/line supervisor: Sinead Bagnall
VFX/Composer: Gavin Casey
Flame: Rob Murray
Color Level: Mikey Pehanich – Blacksmith
Sound: Blast Audio (Will Farrell)
Music: “Carved in Mayhem” by Luke Atencio
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