The Toughest Summer with AIB Out Now

Date: 23 July, 2020

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How do we keep the bonds that tie the community together alive when the pitches are empty and the games un-played? Proud to release our new film The Toughest Summer as part of our new series with AIB #TheToughest.

Now in its seventh year, The Toughest is an all-encompassing GAA platform that represents county players, club players, coaches, volunteers, fans and committee members who keep the sport alive. However, it was forced to take on a new significance in 2020 as they faced their toughest ever summer due to the impact of COVID-19.

Ray Swan, creative director at Rothco, part of Accenture Interactive comments: “Documenting the GAA in a time when there are no games – right through the summer, from the deserted pitches, right through to the tentative return to training. It’s not a COVID-19 story – it’s a GAA story. It’s a story about the bonds that tie the community together. Bonds that, when tested, become even stronger.”

We will be releasing five online episodes, one every week from today, with the documentary to be broadcast in late August. A big thank you again to AIB and a huge congratulations to all the team in Rothco who worked on the project.

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