BRIEF:

Introduce a new generation of grassroots Gaelic sports players in the
Republic of Ireland to Deep Heat and Deep Freeze.

RESPONSE:

With the help of the GAA (Gaelic Athletic Association), Irelands largest sporting association, we created #PÁIRCLIFE, a #culturefirst social campaign that featured top amateur gaelic sports players and brand messaging tapped into the heart of the nations favourite pastimes Gaelic football, Hurling and Camogie.

EFFECT:

Launched during the weekend of the GAA All-Ireland finals,
the campaign scored big in its first week,
reaching over half million passionate gaelic sports fans
and grassroots players.