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Ireland only Categories
Irish Print & Outdoor Craft
Best Use of Photography/Illustration


Entrant: Boys and Girls

Name of brand being promoted: Three Ireland

Title of entry: All It Takes "Butterflies"

Name of company entering the work: Boys and Girls

Name of product being promoted: Ireland Rugby Team sponsorship

Country of entrant company: Ireland

Agency Network: Independent

Clients name: Elaine Carey & Aislinn O'Connor

Creative Director: Rory Hamilton

Art Director: Laurence O'Byrne

Copywriter: Kris Clarkin

Account Director: Pat Stephenson

Account Manager: Gemma Sherlock & Sinead O'Moore

Image Manipulation: Simon Williams/Alex Goodwin

Photographer: Alex Telfer

Typographer: Shane O'Riordan

Other: Head of Art: John Kilkenny Account Planner: Patrick Meade Strategic Planner: Chloe Murphy Rationale: This ad for Three Ireland’s sponsorship of the Irish Rugby team focuses on an element of the game that is often disregarded in the machismo of professional sport – nerves. We purposely set out to ignore the ‘hero’s pose’ that is overused in sports photography and we worked with photographer Alex Telfer to achieve an image that boldly portrays Ireland’s talisman in a more human light. His shoulders are slumped and his head is bowed towards the ball to show the introspective nature of the moment. This was a key photographic decision. First and foremost, this image had to be powerful on a purely photographic level or the retouching would be moot. We feel it successfully encapsulates that individual moment just before a key kick, when literally millions of eyes are on Johnny Sexton; some willing him on, many willing him to fail. If he can hold his nerve and make the kick, chances are Ireland will succeed.