Home Campaigns Sporting Heroes Lead New Campaign for National Dairy Council

Sporting Heroes Lead New Campaign for National Dairy Council


TBWA\Dublin has rolled out a new campaign for the National Dairy Council (NDC).

Under the brand platform “From the Ground Up”, the TV ad features Olympic gold medallist and world champion rower Paul O’Donovan, Footballer of the Year, Vikki Wall, and award winning dairy farmer Tom Power.

In addition to TV, the film will also be running in cinemas and across social channels.

According to Zoë Kavanagh, CEO of the NDC: “This campaign celebrates Irish dairy farmers as producers of nutritious products which are enjoyed on and off the field of play.

“The commitment and dedication of our sports stars and dairy farmers have many parallels ultimately leading to great outcomes.’ The parallels of both disciplines are brought to life on film through a series of carefully planned match-cuts, with every setup showcasing the daily grit and determination required,” she says.

Directed by Bolt!’s Matthieu Chardon, the film was shot on and around Tom Power’s family farm in Waterford.

The campaign also features an online content series called ‘Athletes in Tractors Getting Milk’, directed by TBWA\Dublin’s Rupert Morris.

In each of the two 5-minute episodes, which are loosely based on Jerry Seinfeld’s “Comedians in Cars Getting Coffee,” AgriTikToker and young farming legend John Halton picks up O’Donovan and Wall from training in a tractor and takes them for a dairy-filled lunch.

According to Andrew Murray, director of digital, social & content at TBWA\Dublin: “The brilliant launch TVC showcases the daily commitment and determination needed from top athletes and dairy farmers to get the best results… for the content series – we really wanted to just entertain the masses with our brilliant presenter and athletes having some fun – while slightly trojan-horsing the overall campaign message. We found our presenter John by searching #AgriTikTok… and what a find he was! An wise old head on young shoulders. His chemistry, craic and charisma with Paul and Vikki is something to behold!’


Client: The National Dairy Council
CEO: Zoë Kavanagh
Marketing Manager: Jeanne Spillane
Strategic Marketing Consultancy: Pt78

Agency: TBWA\Dublin
Head of Account Management: Paula Kelly
Account Manager: Alex Lloyd
Strategy Director: Aleesha Tully
Head of Art: Paul Arthurs
Senior Copywriter: Martin Corcoran
Social & Content Director: Andrew Murray
Social & Content Specialist: Cormac Moore
Agency Producer: Ana Baena Sanchez
Agency Producer: Ruth Drury-Byrne
Agency Director / Editor: Rupert Morris
Digital Creative / Motion GFX: Mark Murray

Production Agency: Bolt!
Director/Cinematographer/Editor: Matthieu Chardon
Producer: Megan Brady
Production Assistant: Leah Byrne
Location Producer: Shane Mulrennan
Assistant Editor: Ed Fay
TV 1st AC Focus Puller: Sam Mulcahy
TV 2nd AC : Ivan Moloney
Content Series DOP: Kevin Treacy
Content Series AC: Alan Dorrian
Sound Op: Graham Newcomb
Gaffer: Noel McElligot
Spark: Fionn Shanahan
Food Stylist: Agnes Chvojka
MUA: Kellie Fitzgibbon
DIT: Ed Fay
Production Co-ordinator: Adam O’Dea
Runner: Sophie Graham
TV Grade: Matt Branton @ Windmill Lane
TV Sound Mix: Conall O’Brien and Dean Jones @ Scimitar Sound

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