DRIVEN BY
PASSION.
POWERED BY
COMMUNITY.
Ireland's first full black and white TV story. A 60-second film that connected a car brand to the heart of GAA community through authentic emotion.
THE CHALLENGE
Renault had signed three years with the GAA. Which buys you a logo on a hoarding and not much else.
GAA communities can tell the difference between a brand that turns up and a brand that belongs. They have seen plenty of sponsors come and go, and they are not short of opinions about which was which.
So the sponsorship had to be earned rather than bought.
THE APPROACH
We went to the players who had given the game their lives, and asked them to talk about it. Then we got out of the way.
The result was Driven. Spoken word rather than voiceover, shot in black and white, which was the first full black and white TV story made in Ireland. That was not a style choice. Strip out the colour and the stadium and the sponsor, and what is left is a person saying something true.
It ran across TV, PR and social, the same piece everywhere, because the point was the story and not the media plan.
THE WORK
Hero 60" TVC
A 60-second hero TVC aired during the GAA Finals, reaching millions of viewers at the moment when passion for the game was at its peak. Black and white cinematography. Spoken word performances from GAA heroes. No product shots. No sales messaging. Just pure, authentic emotion.
The film became Ireland's first full black and white TV story, continuing for two years of Renault's GAA sponsorship. It set a new standard for how automotive brands could connect with sporting communities.
Multi-Channel Activation
The campaign activated across PR, social media, and broadcast TV. Each channel amplified the core message: Renault and the GAA share the same values. The same drive. The same understanding of what matters to Irish communities.
Social content extended the stories, giving fans deeper connections to the players featured. PR coverage positioned Renault as a brand that understood Ireland. The campaign traveled far beyond paid media.
THE RESULTS
It won Silver at the Digital Media Awards for Best Use of Video.
The better proof is that it kept going. Renault ran the format for the two remaining years of the sponsorship, which is rare: most sponsorship creative is replaced annually whether it worked or not.
And the response people actually left underneath it was the single word goosebumps, more than once. For a car sponsorship of a sport, that is a long way from a logo on a hoarding.
Goosebumps...
Viewer Response
DIGITAL MEDIA AWARDS
Silver - Best Use of Video
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