Hi all,

Excited to announce that we won gold at the An Post Smart Marketing Awards last week! We entered our 2018 MyTribe campaign for Allianz Ireland in the Smartest Sponsorship Strategy and came out with our very own Fox🏆 !!

On a separate, but similar, note --  in May, Tom and his wife, Amy, had a little girl named Fiadh! Mum and baby are thriving as Tom would say. Welcome to the world (& team) baby Fox 👶🏼🦊!!

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Unfortunately none of us could attend on the night and accept this amazing award in person, but we are so thankful to have been nominated and considered against the other brands shortlisted.

We are even more thrilled to be recognised for the work done on the MyTribe project. After multiple nominations for the 2018 series, this is our first win. Hopefully we can see another fox come home with us next year for the 2019 series!

In preparation of the 2018 competition, Fifty-Three Six were asked to activate and promote the Allianz Leagues through the production and distribution of a high-impact video series and digital strategy.

Produced throughout the 2018 Allianz Leagues, MyTribe showcases the incredible dedication of GAA players as they take on the gruelling winter season, balancing the commitments of playing, home and work life. Many players play for the pride of their parish, but for some, the connection goes much deeper - GAA is family.

Through careful consideration and research, Ryan McHugh, the left half forward for Donegal’s senior inter-county football team, and David McInerney, the full back hurler for Clare’s senior inter-county hurling team, were chosen as the focus of this series.
Filming included a blend of beautiful cinematography, as well as up-close and personal access with the players and families in more intimate settings. Following these well-known subjects allowed us to capture the wit, chemistry, commitment, and love of the game and community.

Following the production of 4 episodes (x2 per subject), MyTribe was integrated in a multi-channel strategy across the Facebook Network, Twitter and Instagram. The first episode set the scene and introduced us to the characters, by focusing on the day-to-day life of each subject at home, work and in the community. A follow up episode focused on a match day - from the pre-match rituals, to playing, and then reflecting on the day after the match ends.

Finally, to recap the Allianz League season for each subject, we created 2 short-form, high impact ‘hero’ videos, which through a combination of documentary style footage, match footage, motion graphics and an energetic track tied together the key messages of the campaign, while wrapping up the series as a whole.

Take a look at some of the series below!

Finally, we just want to extend another thank you to the judges for this incredible award! We are very happy with our x2 new foxes !


The Fifty-Three Six Team

Mairead Ryan