We started working on this sponsorship brief a time when Irish Football was as its lowest. Trappatoni was at the helm, fielding teams devoid of imagination or creativity. Even the media seemed to have turned against the Irish team. They were dark days for Irish football. However it started us thinking what true support looks like. It’s not unquestioning, but it is unyielding. True supporters are heard, not when the team is ahead, but when they’re behind.
So we wrote a love letter to Irish Fans. Those whose voices can be heard no matter what the score, those who travel to even the most remote matches. Through them, we showed “support as it should be”