Irish Sport Gets a Retro Video Game Makeover for AIB and GAA

Date: 20 July, 2018

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Balancing work and family commitments. Resisting social temptations and cheat meals at every turn. For GAA players, the path from club tryouts to turning out for their county in the All-Ireland Final is filled with escalating challenges.

So, to mark AIB’s sponsorship of the 2018 All-Ireland Senior Football Championship, we teamed up with Piranha Bar and Mutiny to create ‘The Toughest Journey’ campaign. Using the analogy of a classic 90s-style video game, the campaign highlights the heroic lengths every player has to go through in their bid to bring the Sam Maguire Cup home.

Launching with a TV/cinema ad that pays homage to 90s-style video game commercials and supported by high impact OOH, GAA fans can also take The Toughest Journey themselves and represent their county (even Kilkenny) through a mobile game.

It’s available to play at thetoughestjourneygame.com with weekly prizes – for those who can actually beat it!

 

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