AIB marks GAA sponsorship with new campaign created by Rothco

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.


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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