Rothco, part of Accenture Interactive, has rolled out a new campaign as part of AIB’s ongoing sponsorship of the GAA. The new campaign, which is called ‘Tough Can’t Quit’ applauds the commitment of Club Championship players, coaches and fans who give everything they’ve got to the team and to making the sport great.
Following on from previous #TheToughest campaigns like ‘The Toughest Trade’, ’Road to Croker’ and ‘The Toughest Summer,’ the platform is now in its 7th year.
The 60” TVC showcases those who embody the spirit of our GAA communities and the campaign called upon a host of current club players, coaches, fans and family in favour of actors, to make up the cast and add to the intimate and familiar feel of the film. To preserve the personal atmosphere of the film, the shoot was kept intentionally small, allowing the creative team to capture the quiet moments behind the scenes, the moments that make people tough.
In addition to the 60” film, the agency has also created 30” and 20” ones – all of which were promoted on social media (Facebook, Twitter and TikTok). The campaign will also run on OOH and DOOH.
According to Ray Swan, creative director, Rothco: “Tough Can’t Quit” is all about the perseverance of the players of the club game, often with no real tangible reward at the end of it. They give up so much of their lives to their club and community – and they ask for nothing back. “Tough Can’t Quit” celebrates those who make up the backbone of the GAA in Ireland – the people you will never see featured as heroes of the sport, the people who don’t get the spotlight. These are the very people who define all that’s unique and special about GAA. So we’ve made heroes of them.”
“Our sponsorship properties across the GAA portfolio are very important to AIB. We’ve been a sponsor of GAA for over 30 years and we’re delighted to bring this new positioning for Club Football, Hurling & Camogie to life with our partners in Rothco, Accenture Interactive. “Tough Can’t Quit” shines a light on the everyday player who persevere without any obvious rhyme or reason. They persevere because of their commitment to their family, friends, teammates, and communities. We are really proud of the work and are delighted to get it out in the world,” adds Mark Doyle, chief marketing officer, AIB.
Credits
Chief Marketing Officer: Mark Doyle
Brand Manager: Michael Green
Assistant Brand Manager: Sinead McHugh
Digital Content Manager: Niamh Ferguson
Agency: Rothco, part of Accenture Interactive
Senior Agency Producer: Laura Cahill
Global Executive Producer: Jessica Derby
Creative Director: Ray Swan
Creative Team: Carina Caye & Eoin Conlon
Agency Director: James Moore
Senior Account Director: Sarah Murphy
Account Director: Andy Williams
Account Manager: Siobhan Carrabin
Strategy Director: Darius Pasalar
Senior Strategist: Darren Soon
Head of Studio: David Gallagher
Senior Finished Artist: Mickey Hughes
Print Producer: Willie Byrne
Production Company: Antidote
Director: Alan Masferrer
Director of Photography: Albert Salas
Producer: Andrew Freedman
Line Producer: Paula Stewart
Production Coordinator: Sarah Barr
Cast Coordinator: Kate Gurren
Location Manager: Peter Conway
1st Assistant Director: Jonathan Quinlan
Grip: Darrell Murphy
Sound Recordist: Rob Moore
Production Designer: Anna Rackard
Stylist: Sarah Flanagan
Hair & Makeup: Barbara Conway
Gaffer: Stephen McCarthy
SFX: Film FX Ireland
Medic & Covid Compliance: Blue Screen Medics
Editor: Dan Sherwen
Edit 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/Online Supervisor: Sinead Bagnall
VFX/Compositor: Gavin Casey
Flame: Rob Murray
Colour Grade: Mikey Pehanich – Blacksmith
Sound: Blast Audio (Will Farrell)
Music: ‘Carved in Mayhem’ by Luke Atencio
