Can Ireland Win The Rugby World Cup? – As fans eagerly anticipate an exciting few weeks of rugby, GUINNESS has launched a new campaign aimed at rallying the nation and expressing its support for the Irish Rugby Football Union (IRFU), the world’s top-ranked male team and GUINNESS Six Nations Grand Slam Champions.
The freshly integrated campaign, crafted by AMV BBDO, draws inspiration from a universally acknowledged truth among fans: the belief that their actions can significantly impact their team’s performance. This sentiment holds particularly true for Irish fans this year as they navigate the thrill and expectation that accompanies their status as the top-ranked team.
By utilizing social listening, GUINNESS and AMV have discerned that Irish fans harbor concerns about overconfidence potentially backfiring. Consequently, the creative work deftly taps into the natural caution and self-deprecating humor of Irish fans by cautioning against making bold predictions that could jinx their team’s outcome. The overarching message is clear: refrain from uttering the words “Ireland is going to win” – or, even better, “Don’t Jinx It.”
The campaign’s television advertisement, which inaugurates the initiative, adopts a sports-documentary style. It features interviews with Ireland fans discussing their hopes for the upcoming year and reflecting on past disappointments. Set to the backdrop of Ronan Keating’s “When You Say Nothing At All,” the ad commences with a couple in a pub engaged in a heated debate over whether uttering the phrase “Ireland was going to win” once cost the team a championship title. In another scene, colleagues at a local cafe convince themselves that a few games will offer plenty of excitement.
Directed by James Rouse of Biscuit, the film comes in 30 and 60-second versions and will be broadcasted on television and shared across social media platforms. As part of the campaign, out-of-home (OOH) advertisements urging rugby fans to “not jinx it” will be strategically placed near pubs nationwide. Additionally, a series of activations throughout the country will highlight past missteps and encourage everyone to support the Irish team in the appropriate manner this time around.
After all this – What do you think – Can Ireland Win The Rugby World Cup?
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