SuperValu: Bring it on

SuperValu is the largest supermarket chain in Ireland and key sponsor of Gaelic football, the country's number one sport. However, as a sport it is considered significantly unrepresentative of Ireland's increasingly diverse population. To mark this year's sponsorship, TBWADublin created a campaign with the key message - SuperValu believe in bringing everyone into the game, in a true celebration of inclusivity, equality and welcome.

This powerful spot features a collection of real players, officials and supporters of different ages, race, gender, physical and mental ability. Each of whom has something different to bring to the game – by virtue of their individual story. By facing their own prejudices and difficulties, to take a welcome part in the game, they inspire everyone to embrace inclusivity.