Entitled ‘The Power to Lift Us All’, it brings to life the way the game of hurling and its players – because of the unique place it holds in our hearts – can inspire and thrill a nation. Hurling is more than a sport to Irish people as it instills a huge sense of cultural and national pride.
The campaign was created by Irish International and photographed by Kevin Griffin, with photographic retouching by Taylor James.
Speaking about the campaign, Guinness Brand Manager Barry Fitzpatrick said, “With this campaign, we wanted to recognise Hurling as a uniquely Irish icon and an inspiration for people across the country.
“The 2010 Hurling Final drew the biggest audience for RTE of any sporting event last year, highlighting just how highly-regarded it is as the national game. Hurling is a part of what we are and has a unique ability to inspire, not only fans of the game, or of a winning county, but the whole country.”
The overall campaign includes PR and digital activity and a media partnership with Newstalk which includes the Guinness Hurling Greats series of recordings with players, managers, referees and fans that bring to life iconic and game-changing moments in the sport.