Three Ireland’s first campaign as the new sponsor of the Irish Rugby team had to raise awareness of the new partnership and get the fans excited for the upcoming 6 Nations tournament.

The inspiration for the campaign came from the players themselves. Everyone is familiar with what they do on the pitch but little is made of the huge efforts it takes to get there. The campaign explores some of the physical and mental obstacles the players have to overcome to play at this level.

Ireland’s Head Coach, Joe Schmidt voiced the 60-second spot and the players themselves narrate the three individual commercials.

The photography was done by Alex Telfer with retouching completed by Happy Finish.


Johnny Sexton / Butterflies

Paul O'Connell / Impact

Robbie Henshaw / Fire

Creative Director: Rory Hamilton
Art Directors: Laurence O'Byrne
Copywriter: Kris Clarkin
Head of Art: John Kilkenny
Director: Brett Foraker
Post Production: Electric Theatre Company
Sound Design: Mutiny Studios / Echolab