Home News AIB and Rothco Prepare to Unleash the Toughest Challenge Yet

AIB and Rothco Prepare to Unleash the Toughest Challenge Yet

The next instalment of AIB’s popular TV Series of ‘The Toughest Trade’ will be broadcast on RTÉ2 on March 1st and 10th and once again sets out to take local GAA stars from around the country and launches them into a variety of competitive sports from around the world.

Produced by Rothco for AIB, the next series sees Donegal footballer Michael Murphy being tested to his limits as he joins top rugby side Clermont Auvergne. In return, Welsh rugby star Shane Williams takes on life as an amateur with football club Glenswilly.

In the second episode, Wexford hurler Lee Chin travels to Canada to take on the seemingly impossible task of success at Ice hockey with NHL team the Vancouver Canucks. Canucks star Alex Auld, meanwhile, heads in the other direction to play hurling with Faythe Harries in Wexford.

“We’ve long believed that the GAA Club players are among the toughest athletes in the world, rivalling any professional athlete,” says Mark Doyle, AIB Group Brands Director.

“The Toughest Trade gives us platform to test our theory. This is the third year of the documentary series and will probably be the most physically challenging. We’re really excited to see how the players get on both here and abroad,” he adds.

Account Director at Rothco, Aedamair Cassidy explains why the agency looked to continue the documentary series for a third year for AIB: “’The Toughest Trade’ is not just a TV series. It brings to life our creative platform in a truly integrated campaign. Previous episodes have been successful not only in terms of viewer numbers, but also driving engagement through social and PR in the weeks surrounding the programme.

As well as a hugely physical challenge in this year’s trade, access to the professional clubs was ramped up this year, raising the intensity.

“We pushed for as much access as possible into the professional clubs so that our players can really immerse themselves in their new environment and understand what it’s like to be a professional sports player. All of the clubs involved fully bought into our experiment and embraced their new recruits,” adds Cassidy.

The Toughest Trade will air on Irish television channel RTÉ2 on Wed 1st March 2017 at 9.30pm and Fri 10th March 2017 at 10.35pm.

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