Brief: Reinvigorate Three's national soccer sponsorship by creating a platform that embodied the unique relationship between the Irish players and their fans.
While English audiences lament the arrival of the international break, Irish fans live for it. And while the Irish players may just be bit-part players for their club teams, they are heroes on the turf at the Aviva. They become more than just “average” players, because they are powered by the greatest fans in the world. That’s why it’s every Irish player’s dream to get called up to the Irish national squad.
I wanted to create something that got fans excited in the lead up to the games, that didn’t rely on results or fixtures. Something that engaged and earned the respect of the Irish football fans, while also being able to hero the players.
It was time for players and fans alike to earn… #TheCallUp
#TheCallUp is the biggest phone call you’ll receive in your football career. The call up to the first team. The call up to the international squad. And in reality, this is sometimes a direct phone call from the manager to the player, which tied seamlessly into Three’s overall proposition without being in your face.
By creating #TheCallUp, Three had a creative platform that opened up an array of content opportunities. Working closely with Three's various agencies, content and activations have been rolled out that showcase all the different people associated with the Irish team who have earned #TheCallUp - from the mascot to the kit men and everyone in between.