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A brand new campaign for the Gaelic Athletic Association (GAA) created by BBDO Dublin - now in partnership with TBWA Dublin - launches this week in the run up to the 2024 All-Ireland Hurling and Football Championships.

Beautifully created by Eoin Conlon (copy) and Kevin McKay (art) and directed by LOCKY (Lochlainn) McKenna for Assembly, the campaign brings to life one woman’s unforgettable experience as a way of encouraging attendance at championship games of both codes. It features a  woman’s reminiscences about a championship day she shared with her father as a child. As she speaks, we see championship scenes appear on screen - frozen moments of magic burnt into her mind. As the woman speaks, it’s not the specific match she remembers, it’s the unforgettable feeling of a championship day with her dad that has stayed with her. 

Noel Quinn, head of GAA marketing and GAAGO, said, "Championship days out with your family, friends, club mates and community remain unparalleled in Irish sport. This new campaign tells a specific story about the joy and thrill of one such experience but will speak universally to all GAA match goers. It amplifies the magic and unforgettable experiences surrounding our championships and is very timely ahead of the wide open 2024 competitions".

Eoin Conlon, creative director commented: “Right now, you can watch anything from anywhere at any time. And two minutes later you’ll have forgotten about it. That’s not an experience. But when you’re physically there, when you’ve travelled to Clones or Brewster Park - and you’re in the middle of it all, with the sun blasting and the crowd roaring - those are the days that stay with you. And that’s what ‘Experience the Unforgettable’ is all about, it’s about experiencing something special - those championship days that stay with you forever.”

The campaign, which features a combination of new and archive footage, will run on-air, on-line, in-store, and outdoor. Media is handled by PHD.