.RENAULT. - ‘GAA Sponsorship Activation’

.THE CHALLENGE.

In 2019, Renault were announced as the official car partner of the GAA.

OMD wanted to activate this 3-year sponsorship with an engaging cross-channel content campaign that would cut-through and resonate with the fans, whilst linking Renault’s brand values of family, community and passion to that of the GAA.

.THE RESPONSE.

Headcase were brought in as a creative & production partner, and subsequently retained for each of the three years. Each year, a content strategy was developed to fuel a social campaign running through the GAA championships and ending with a 30’ TVC spot to air on RTE during the GAA finals in September.

Utilising seasoned GAA players, Headcase developed an epic & emotive series, guided by a lyrical spoken word; each piece written for and performed by the players themselves.  The 2019 series ‘Driven’ would be go on to win Silver at the ‘Digital Media Awards’ in the ‘Best Video’ category.

For the 2020 Series ‘We Remain Driven’; Headcase further developed the themes to match the unique times & sentiments - ultimately moving from a personal to a community story, demonstrating both our resilience, and how we are a product of the challenges we have overcome. Together.

For the 2021 Series - ‘Heroes’, we pivoted to match prevailing sentiments and renewed global brand guidelines. Turning attention to the fans, we aimed to capture the emotion and excitement felt as both fans and players return to what they know and love. Croke Park, and being together again. 

Headcase managed all creative, production & post production and the campaign succeeded in its objectives and surpassed its targets. Speaking on Driven Series:

“We wanted to create something genuine in both its story & its craft. A unique piece of art that does justice to and creates pride for the player, the community and the sport”.   Andrew Casey