DRIVEN BY
PASSION.
POWERED BY
COMMUNITY.
Ireland's first full black and white TV story. A 60-second film that connected a car brand to the heart of GAA community through authentic emotion.
THE CHALLENGE
Renault had secured a major sponsorship: three years with the GAA, one of Ireland's most passionate sporting organizations. But sponsorship logos and stadium branding weren't going to cut it.
The challenge was connecting authentically with GAA fans. These are communities with deep roots, fierce loyalty, and a sharp detector for anything that feels manufactured or opportunistic.
Renault needed to prove they understood what the GAA meant to people. Not just as a sport, but as family, community, and passion woven into the fabric of Irish life. The sponsorship had to feel earned, not bought.
THE APPROACH
Headcase created and produced “Driven,” an emotive storytelling campaign designed to activate across PR, social, and TV. The vision was simple: link Renault's brand values of family, community, and passion to the GAA community through the words of its long-serving heroes.
We focused on authentic voices. Players who had given their lives to the game. Stories that weren't polished or rehearsed. Raw emotion captured in black and white, with spoken word performances that cut straight to the heart.
Connecting emotionally with the players was the key to unlocking the passion behind their stories. Once we had that connection, the campaign wrote itself. Every frame, every word reinforced the same truth: Renault understood what drives GAA communities.
The creative decision to shoot Ireland's first full black and white TV story wasn't about aesthetics. It was about stripping away everything except the emotion. No distractions. Just passion, community, and the values both brands share.
THE WORK
Hero 60" TVC
A 60-second hero TVC aired during the GAA Finals, reaching millions of viewers at the moment when passion for the game was at its peak. Black and white cinematography. Spoken word performances from GAA heroes. No product shots. No sales messaging. Just pure, authentic emotion.
The film became Ireland's first full black and white TV story, continuing for two years of Renault's GAA sponsorship. It set a new standard for how automotive brands could connect with sporting communities.
Multi-Channel Activation
The campaign activated across PR, social media, and broadcast TV. Each channel amplified the core message: Renault and the GAA share the same values. The same drive. The same understanding of what matters to Irish communities.
Social content extended the stories, giving fans deeper connections to the players featured. PR coverage positioned Renault as a brand that understood Ireland. The campaign traveled far beyond paid media.
THE RESULTS
The powerful spoken word performances resonated deeply with communities, fans, and the players themselves. The campaign over-delivered on both reach and sentiment objectives.
Awards followed. Silver at the Digital Media Awards for Best Use of Video. But the real validation came from the audience. Comments like “Goosebumps...” appeared across social media. People felt something. They remembered it.
Ireland's first full black and white TV story continued for the following two years of Renault's GAA sponsorship. The campaign set a benchmark for authentic brand storytelling in Irish sports marketing.
Renault proved that when you connect emotionally first, the business results follow. When you honor the community instead of just sponsoring it, you earn loyalty that lasts far beyond the contract.
“Connecting emotionally with the players was the key to unlocking the passion behind their stories.”
— Andrew Casey, CEO, Headcase
“Goosebumps...”
— Viewer Response
DIGITAL MEDIA AWARDS
Silver - Best Use of Video