Cannes Lions

AIB Tough Can't Quit

ROTHCO, PART OF ACCENTURE SONG, Dublin 7 / AIB / 2022

Film
Supporting Content
Supporting Images

Overview

Entries

Credits

Overview

Background

There are over 2,200 Gaelic Football clubs in Ireland. AIB, Ireland’s largest bank, has been the title sponsor of the AIB Club Championships for 31 years, a knockout competition where just one loss spells the end of your team’s season. The vast majority of teams never taste glory.

These amateur athletes sacrifice their personal lives, relationships and bodies without any hope of ever winning.

But they never quit.

Because they can’t.

Players don’t choose their club, they are born into them. They have known their teammates since childhood. It is their deep ties to their local club, and the community it represents, that means they can never give up, no matter how many times they will inevitably lose.

This film speaks directly to these amateur athletes who, despite logic, can’t quit, who persevere no matter how tough it gets, because of their incredibly close bond to their club.

Execution

This film depicts the real-life amateur players involved in Gaelic Football and Hurling in the 2,200 clubs across Ireland. Male and female, young and old, these players sacrifice their personal lives and bodies to represent their local club, the club they were born into.

The film depicts the perseverance of these amateur athletes in the face of inevitable defeat in the Club Championships, a competition between every club in the country, where one loss means the end of your season.

The voice over articulates the inner-monologue of every one of these players, that no matter how many defeats they suffer year on year, they cannot quit, they cannot walk away, as they are wholly tied for life to their club, and the community that it represents. It is in their blood.

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