An outdoor poster element spearheaded a February 2024 campaign from Britvic-owned water brand Ballygowan activating its rights as the Official Water Partner to Irish Rugby through the 2024 Guinness 6 Nations. Spearheaded by giant 48-sheet posters and a Pearse Street Station (Dublin) outdoor takeover supported by social content, on-pack and social content extended the brand’s ongoing ‘Wild Like No Other’ marketing platform.
The objective was to demonstrate admiration and support for the country’s game-changing rugby union team and continue to position it as a squad that is a source of national inspiration – a positive force whose impact is felt across every corner of the country.
The creative idea continues to draw on ‘the wild power of Ireland’s landscape’ and the central inspirational image places rugby firmly in its ‘natural home’ rooted in the land – just like Ballygowan.
The outdoor campaign strand linked to a limited edition on-pack bottle IRFU initiative, digital and social activation which included an IRFU contest offering brand , tickets and Irish rugby related merchandise as prizes, plus a ‘Re-Turn’ recycling strand
The Britvic-owned brand’s marketing team linked up with agency TBWA Dublin to conceived, executive and roll out the campaign for February
The team that worked on the campaign at agency TBWA Dublin included Executive Creative Director Des Creedon, Creative Director Niall Staines, Senior Art Director Mikey Ryan, Head of Copy Alan Byrne, Agency Producer Ana Baena Sanchez, Account Director Kerrie Sweeney, Photographer Simon Birch, Retoucher David Picquenot, Motion Graphics Designer Mark Murray and Account Manager Niamh Fitzgerald.
This campaign continued were the brand’s 2023 ‘Wild Like No Other’ tournament activation left off.