As title sponsor of National Camogie League, Littlewoods Ireland has launched an online film “Style meets Substance” as part of an online & social campaign rollout.
The new campaign sets to elevate the portrayal of Camogie with an ambitious, unexpected film, reflecting the inspiring, progressive women who play the game- both past and present.
“Camogie players have been crying out for change for a number of years now. With the trialling of 6 new rules during the 2020 Littlewoods Ireland Camogie Leagues, our new approach couldn’t be coming at a better time for the game.”
“Our approach from the start was that we needed to think differently. We wanted to illustrate just how incredible the game is and its players are. The goal was to move away from the typical safe approach often seen with this kind of film. We strived to make something with all the attitude and energy that has usually been reserved for male sports commercials.
Camogie has a wonderful, inspiring culture, and it was important to us that we reflect the joy of the sport on and off the pitch.”
Shot in January the film features Galway’s Heather Cooney, Kilkenny’s Katie Power, Cork’s Amy O’Connor, Clare’s Naomi Carroll and Waterford Captain Niamh Rockett.
The film quickly went viral and received widespread praise from players, fans and media. The campaign also yielded a significant rise in consumer awareness of Littlewoods GAA sponsorship.
