As the 2017 GAA All-Ireland Senior Championships enter the final stages, GUINNESS has launched its latest TV advertising campaign, ‘Behind Every Great Town’. The captivating 30’’ film celebrates the everyday GAA volunteers, who willingly give their time in communities across Ireland all year round.
The advertisement, which debuted on TV on 13th August across the Island of Ireland, features four real GAA volunteers from each of the four provinces, – Castlegregory, Co. Kerry, Inishbofin, Co. Galway, Slaughtneil, Co. Derry and Ongar, Dublin 15. Together, they represent the thousands of people throughout the Island of Ireland who find enrichment, enjoyment and a sense of community by immersing themselves in their local GAA club.
Speaking about the ad, Guinness Brand Manager Chloé McEvoy said; “Our ad celebrates the people whose selfless efforts and dedication to their local clubs enhances the towns and communities they live in, as well as making the GAA the vibrant, progressive and inclusive organisation that it is today. Driven by a sense of pride and belonging, these volunteers truly are the life and soul of the GAA.”
The ad opens with life-long volunteer Maurice Spillane from Kerry, fifty years a volunteer, who took on the role of Chairman of Castlegregory GAA Club at the age of 23. Maurice has, in his own words, “been knee deep in it ever since”. The viewer is then transported to Galway’s Inishbofin, where Islander, Simon Murray, and those before him have a dedication and conviction to succeed, having been affected by the people leaving their neighbouring island Inishark in 1960. Although the island does not have a club team that regularly plays in competition, their GAA pitch is a physical symbol of their identity.
From there, we see a glimpse into the world of Wendy McEldowney and other volunteers from Slaughtneil, Co. Derry, one of Ireland’s most remarkable GAA communities. Only founded in 1953, the Robert Emmets GAA club is the epicentre of community life and has helped to unite and grow the parish. The film ends with Moses Wanjigo, originally from Kenya, who came to live in Ireland in 2010. Responding to an advertisement from the Erin Go Bragh GAA Club who was looking new members to join, Moses was welcomed by the club with open arms and he quickly found a way to integrate into the local community.
‘Behind Every Great Town’ was created by communications agency, Wilson Hartnell, together with well-known Irish Director Brian Durnin and production company, Red Rage Films. The campaign also includes 4 x 20’’ films featuring each of the four GAA volunteers, which give a deeper insight into their individual stories. The 20” films will appear on digital channels from 21st August.
Additionally, the campaign is supported by outdoor, print and digital advertising, POS and PR.
Creative Agency: Wilson Hartnell
Creative Director: Killian Burns
Account Director: Ruth Gleeson
Agency Producer: Jenni O’Reilly
Production Company: Red Rage Films
Producer: Paul Holmes
Director: Brian Durnin
Director of Photography: Ivan McCullough
Editor: Tony Kearns
Music: ‘Heart of it’ by Steve Lynch, Steller Sound
VO: Moe Dunford
Audio Post Production: Dean Jones @ Raygun
Grading: Matt Branton@ Windmill Lane