Vodafone’s new campaign behind the Irish Rugby Team and the #TeamofUs went live last night for the first time and the extended version of the video content can be seen below for the first time.
It features elements from how Rory Best, Tadhg Furlong, Tiernan O’Mahoney and Conor Murray came to be the stars they are today of the Irish team. It looks to draw a line between who they were as kids, how they grew up with a love of the game, all the way through to running out of the tunnel at the Aviva Stadium.
“The Team of Us is a platform which really worked and which we have developed again this year,” said Vodafone Sponsorship Manager Gerry Nixon speaking to Sport for Business.
“Where the whole idea came from is that Rugby is one of the most interdependent sports of them all. You could have the best number 9 in the world but without the right pack in front of him, he might never get the ball.”
“So the Team of Us, the power of the collective is really important in rugby and we wanted this year again to extend that beyond the 15 players to the supporters, the fans, the media, the sponsors, the people who wash the jerseys and everyone who plays their part.”
“The line this year is ‘Who we are is How we play,’ that the Irish Rugby team represents who we are as people.”
“We want people to recognise elements of themselves in the story of the players.”
“This video is based on the journey of the players in a very human way. They are heroes but they are just like us. They played the same games as we did as kids and they had to work hard to get there.”
“We’ve used the players and their families and recreated some aspects but the players have really been involved alongside Target McConnells our agency to create stories based on real truth.”
“This isn’t about presenting them in a stoic way, they are real people and that runs through the campaign.”
“It’s a 360 approach with TV and outdoor but we’ll also be strong in digital and social to extend the story.”
“We want to create content that people are interested in and which is not forced, just like we do in the summer with Centre Stage.”
“It was important to have one player in this campaign from each of the provinces and while we will localise with the players in their heartlands.”
“We’ve also worked very closely with the team at Inpho Photography to create really strong images that are natural.”
“Dan Sheridan and the guys have a real bond of trust with the players and that shines through in the material we use.”
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