To drive participation in the Aldi Play Rugby initiative, wre worked with director Zak Emerson to create "Fear of God," a film that pays homage to Paul O’Connell’s legendary 2007 pre-match speech. The spot follows a young boy who mirrors O'Connell's intensity, reciting the "manic aggression" monologue during his morning routine before finally meeting his hero. Shot across County Wicklow, the campaign utilized a mix of TV, social, and outdoor media to inspire the next generation of athletes, supporting the IRFU’s ambitious goal of engaging 100,000 school children in regular exercise and healthy eating.