Limerick GAA
x Munster Rugby
We built and ran the entire social strategy for Legends4Milford, right through to the final film.
The Task
Ed Allen came to us with an idea of bringing Munster Rugby legends and Limerick All Ireland hurlers together for a golf tournament in aid of Milford Hospice. Health and safety restrictions meant the event couldn't be opened to the public, which left a real problem. How do you get people behind something they can't attend?
We needed a way to bring the public into the day and make them feel part of it. So we teamed up with Kate Fitzgerald from Kate & Co and built a full social strategy: multiple channels, a build-up campaign, live coverage on the day, and an official film.
Client
Legends4Milford
Industry
Sports and media
Scope
Creative Direction / Shooting / Editing / Graphic Design / Strategy
Once the brand identity for Legends4Milford was locked in, we got to work on the socials. A pre-launch event in Ballyneety gave us the perfect chance to introduce the public to what was coming, well before the tournament started.
We captured vox pops, photos, and pieces to camera with the organising captains, the players, and Ed Allen himself. Milford Hospice were on site too, alongside press and local photographers. By the end of the day we had a full bank of content ready to build anticipation ahead of tee-off.
One of the most important parts of the project was creating an environment where the players felt comfortable enough to relax in front of the camera. We'd worked with a lot of them before, so there was already trust built up going in. Taking our time with them, and reading the room when someone needed a minute, was something we took real pride in.
Golf has its own visual language and we leaned into it. A clean serif runs through everything, from team pairings to the trophy reveal, giving the identity the timeless, high end feel the sport already carries. Against that, the bright greens and open skies of an Irish summer supplied all the colour we needed. Restrained type, vivid setting.
We produced one long-form film from the day, capturing the whole thing start to finish. It went up on YouTube after the event and kept things going, bringing in more donations well after the tournament had wrapped.
The film gave people a proper behind-the-scenes look at the day, players like Conor Murray, Gearóid Hegarty, Paul O'Connell, and Cian Lynch, all coming together for a great cause.
We took great pride in how relaxed and engaged the players were around our team. Our experience working with both professional and amateur players was a big help here, and it showed in how comfortable everyone was in front of the camera. We had an absolute ball bringing it all together.
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