Bank of Ireland has extended its new ‘Begin’ brand platform to include its sponsorship of Connacht, Leinster, Munster and Ulster Rugby – “where passion for Irish rugby begins”. TBWA\Dublin has developed new TV and out of home ads to celebrate provincial rugby in Ireland, showcasing that no matter how far we go, it all begins in community at home.
The TV ad celebrates the fans and those on the backroom team who help ensure everything goes right on match day, including Leinster kit man Johnny O’Hagan, Munster’s bus driver Derek Murphy; Sarah Graham, who is part of the Ulster’s physio team and Dave Holland, the third generation of his family to become groundskeeper at Connacht Rugby.
The ad features rugby stars Robbie Henshaw, Leinster; Conor Murray, Munster; Quinn Roux, Connacht and Jacob Stockdale, Ulster, and includes a cameo from Ulster captain Rory Best’s biggest fan – his son Ben. The rugby campaign has a fully integrated communications approach with a media strategy that allows for geographically-relevant content.
Link to TV ad here: https://youtu.be/Oj4XiMGWBlg