Aldi Ireland wanted to drive awareness and participation in Aldi Play Rugby, its national IRFU initiative encouraging school children to get active, exercise regularly and eat well. So we tapped into one of Irish rugby’s most iconic moments - Paul O’Connell’s legendary “Fear of God” speech.
The film follows a young boy who idolises Paul O’Connell so much that he recites the speech to himself before rugby practice each morning, calling for “manic aggression” and urging teammates to “fill the gap” before finally coming face to face with his hero. The film appeared on TV, digital and social (including the November internationals), the campaign helped inspire the next generation of players to get involved in Aldi Play Rugby.