#TheCallUp is a content series developed for Three Ireland’s sponsorship of the Irish football team. The concept is about how the players and the fans all have a job to do for the country and It’s down to each and everyone of us, whether we’re on the pitch or in the stands to answer #TheCallUp. Throughout the year, we put out a multitude of branded content films that showcased what it meant to the fans, the players and even the backroom staff to represent their country. The campaign kicked off with a piece featuring Ireland’s record goalscorer, Robbie Keane, talking about what it meant to wear the green jersey as a player before pulling on his new jersey and answering #TheCallUp to be a fan. Other films included: – ‘A Night in November’ featuring Alan McLoughlin reminiscing about getting #TheCallUp from the bench to score the goal that qualified Ireland for the World Cup in 1994. – ‘The mascot’ where seven year old, Cathal Byrne, was surprised by his hero, Darren Randolph, and given #TheCallUp to be his mascot at the crucial World Cup qualifier against Austria. – ‘The Irish Hulk’ featuring superfan, Shane Peppard and his kids who answer #TheCallUp for every home match by painting their bodies green in support of the boys in green.