For the 2016 Six Nations, Three decided to use their sponsorship of the Irish Rugby Team, as a platform to encourage Irish people to stand shoulder to shoulder for something much bigger than rugby – homelessness.
We developed the #TackleHomelessness campaign, which aims to raise money and awareness of the charity, Focus Ireland.
To launch the partnership, we created a 3-minute commercial that re-appropriates the words of the Irish Rugby anthem, Ireland’s Call, which calls upon the nation to stand ‘shoulder to shoulder, for the four proud provinces of Ireland’.
Instead of the lyrics being sung with pride by the fans, it is solemnly delivered by some of the 5,000 homeless people living in Ireland today. When applied to homelessness, the lyrics of the anthem are imbued with a powerful new meaning.
For maximum impact, this commercial took over the entire ad break that aired just before the national anthems were sung at the Ireland v Wales Six Nations match.