The campaign created by Publicis Dublin portrays the human behind the athlete on their path to the Olympic Games and Paralympic Games Paris 2024
Following the launch of their ‘Altogether More Human’ brand platform in October and their ‘Moving With You’ mortgage platform in December, comes the latest campaign from PTSB and Publicis Dublin, profiling the title sponsorship of both the Irish Olympic and Irish Paralympic teams, ‘The Human Behind the Athlete’.
The campaign is based on the insight that most of us look upon our athletes as if they were superhuman, with their only role to go out and represent Ireland. As title sponsor for both the Irish Olympic and Irish Paralympic teams, PTSB’s understanding of what these athletes go through runs deeper.
They recognise that behind every athlete, there’s a human who started it all, who gets up every morning and faces every challenge head on, even when it feels like the odds are against them. The film tells the story of the weight of expectations and pressures that our athletes experience each and every day, right up to the moment they compete.
Driven by insight from both Olympic and Paralympic athletes, the content features Kellie Harrington, Rhys McClenaghan, Paul O’Donovan, Fintan McCarthy, Nicole Turner and Jordan Lee who are among eleven PTSB ambassadors representing Team Ireland at the Olympic Games and Paralympic Games Paris 2024.
The campaign shines a light on what an average training day looks like for the athletes, showing the hard-work, dedication and commitment they show every day in order to represent Ireland on the world stage.
The campaign was created by Publicis Dublin, produced by Motherland and shot by renowned writer and director Cameron Thuman, who previously has worked on campaigns for Mercedes-Benz, the Olympics, Air Canada, and is a two-time Cannes Lions nominee.
Speaking today, Ger Mitchell, CHRO & Corporate Development Director at PTSB, said: “The sponsorship of both the Olympic and Paralympic teams for the Paris 2024 Games is one of the largest sponsorships ever undertaken by PTSB.
“As we move closer to the Games, which take place this summer, we are stepping up activity to further highlight our support of Team Ireland. Our Olympic and Paralympic heroes are going to be highly visible as PTSB ambassadors on AV, Print, Social Media, OOH and across our 98 branches in every community across the country.”
Commenting on the release, Ger Roe, Board Creative Director of Publicis Dublin, said: “This is one of those incredible opportunities where we get to work on such a unique sponsorship. But more importantly, we really wanted to represent our athletes in a way that they deserve.
“Working with the brand for a long time, it was easy to see how this is such an amazing sponsorship fit, because the team at PTSB really pride themselves in having a much more human-centric approach to everything.
“In the storytelling, it’s important for everyone to understand just what our athletes go through, on our behalf, so we as a country can recognise that and support them just as much as PTSB does.”
-ENDS-
Follow: @ptsbireland on Instagram and Twitter
For press enquiries, please contact ross@legacycommunications.com
Credits
Campaign concept:
The Human Behind the Athlete: the campaign idea acknowledges that behind every Olympian and Paralympian is a human who started. PTSB never underestimates what it takes. That’s why they support the human behind the athlete.
About PTSB:
PTSB has a long banking history in Irish communities, with roots that stretch back over 200 years. Throughout this time, its focus has been on delivering exceptional customer service and connecting with local communities, providing mortgages and community banking services. PTSB has a presence in 98 locations nationwide and is a leading provider of Retail and Business Banking services in the Irish Market, serving over 1.2 million customers.
In October 2023, the Bank announced a major overhaul of its brand and business repositioning as a full-service, customer-focused personal and business bank. In addition to launching its new brand name, PTSB, and visual identity, the Bank introduced a new customer promise – Altogether more human – which emphasises PTSB’s intentions as a full-service personal and business bank, to bring great technology and great people together to meet customers’ changing needs and deliver a better banking experience.
Client: PTSB
Ger Mitchell: CHRO & Corporate Development Director
Leontia Fannin: Head of Corporate Affairs & Communications
Stephen Jackson: Head of Customer & Marketing
Courtnee Kyle: Senior Manager, Sustainability & Sponsorship
Philip Greene: Sponsorship Manager
Suzanne Lloyd: Head of Brand & Marketing
Dearbhail Feehan: Marketing Strategy & Communications Manager
Agency: Publicis Dublin
Board Creative Director: Ger Roe
Art Director: Ivona Poljak
Writer: Isabel Harvey
Graphics: Cormac O’Connor
Business Director: Karen Muckian
Senior Account Manager: Cormac Dooley
Senior Producer: Rachel Murray
Strategy Director: Denisse Achtaa
Production Company: Motherland
Director: Cameron Thuman
Managing Director: Steven Courtney
Executive Producer: Mags Levingstone
Producer: Gráinne Tiernan
Production Coordinator: Rachel Smith
Production Assistant: Aisling O’Farrell
DOP: Garrett Hardy Davis
1ST AD: Sandra Corbally
Sound: Dean Murray
Locations: Mick Swan
Production Designer: Emma Lowney
Hair and Makeup: Barbara Conway
Sustainability: Lara Roche
Head of Post-Production: Anthony McCaffery
Post-Producer: Laura Greally
Online Editor: Annie Walsh & Laura Briggs
Offline Editor: Michael Barker at Outsider
VFX Andy Brown at Congress VFX
Grade: Mikey Penhanich at Blacksmith
Featured Team Ireland Olympic Athletes
Kellie Harrington, Olympic Champion Boxer
Paul O’Donovan, Olympic Champion Rower
Fintan McCarthy, Olympic Champion Rower
Rhys McClenaghan, Olympic Artistic Gymnast
Featured Team Ireland Paralympic Athletes
Nicole Turner, Paralympic Swimmer
Jordan Lee, Paralympic High Jumper
