Every once in a while the dream brief comes along. Writing a manifesto that captures the spirit of Ireland’s most treasured cultural institution – that‘s one. Not to mention creating a campaign to convey that spirit, across social, digital, TV, OOH, radio, owned assets and more. It was one of the greatest honours of our professional lives to create this, in collaboration with passionate members of the GAA family at Croke Park and all over the country. This work belongs to us all.