Putting the fans into the campaign.
If you’re from Munster, there’s no alternative – you support Munster rugby. It’s in your DNA. So when the team’s new kit launched for the 2014/15 season, we had to get to grips with the depth of supporters’ passion.
The initial creative featured the team’s star players being made from swirling DNA-like type of their names. Then we opened it out to the faithful and invited fans to become the lifeblood of the campaign. By tweeting their name to #allmunster, fans could have their name included in the Europe-wide launch.