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With the Electric Ireland GAA Minor Championships underway, Rothco, part of Accenture Interactive, has rolled out a new campaign to support the tournament.
Directed by HunkyDory’s Thomas Beug, Minor Moments aims to highlight those small but hugely impactful moments that matter most to players, building on the success of the previous award-winning This Is Major creative platform.
Using the This Is Major platform, which highlights widely relatable moments from a Minor player’s coming of age life stage, the new campaign suggests that the defining moments of “the minors” aren’t necessarily the ones you might expect. Whilst everyone focuses on the matches, having a post-match laugh with your teammates or finally making the panel, the moments before and after the big game, can result in memories that last a lifetime.
Credits
powered by
- Agency ROTHCO/Dublin
- Production Company Butter
- Director Thomas Beug
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Credits
powered by
- Agency ROTHCO/Dublin
- Production Company Butter
- Director Thomas Beug
- Producer Aisling O'Dwyer
- Executive Producer Al Byrnes
- Executive Creative Director Jen Speirs
- Creative Director Shay Madden
- Executive Producer Michael Duffy / (Executive Producer)
- Producer Michael Donnelly
Credits
powered by
- Agency ROTHCO/Dublin
- Production Company Butter
- Director Thomas Beug
- Producer Aisling O'Dwyer
- Executive Producer Al Byrnes
- Executive Creative Director Jen Speirs
- Creative Director Shay Madden
- Executive Producer Michael Duffy / (Executive Producer)
- Producer Michael Donnelly
Keen to pivot from showcasing the dramatic ‘blood, sweat, and tears’ side of the GAA, the campaign looked less at the dizzying highs and almost inconceivable lows of the games, and more at its unique and joyous moments. Informed by stories from current and ex-Minors, Rothco found that most players remember the seemingly innocuous moments much more clearly than the memories you’d expect them to retain.
Ultimately, the campaign lets audiences know that for past, present, and future GAA players, it’s these minor moments that really mean the most.
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