Ireland doesn't have a Costa Del Sol. Our coasts are rocky and cold and our seas are inhospitable at the best of times - in winter they are what the Irish call - "bloody freezin"

Dulux WeatherShield knows more than a little about "Ultimate Durability". They've been protecting houses from the Irish Weather for more than 40 years. So who better to celebrate the brave (and crazy souls) who brave the Irish seas all year round? Rather than hammer home the connection, the film allows viewers to draw their own conclusions.

"Invincibles" was launched on Social Media, and with no media spend, found its way to get more than 3 million views. (In a market of 5 million people)