Kellogg’s GAA Cúl Camps Opens Its Doors to Every Child This Summer

The campaign celebrates the inclusive spirit of the camps, aiming to reach beyond traditional GAA circles and welcome all kids to get involved this Summer.

According to GAA research, the main barrier to participation in Cúl Camps is the child's lack of experience playing GAA. However 88% of parents whose children did attend said their kids left ‘happy and content’ and 41% said it was a way for them to make new friends. The aim of this campaign is to show that Cúl Camps is fun for kids of any skill level.

We all relate to that feeling when the doorbell rings and your friend asks you to come out and play. There’s nothing better. That’s what this campaign for Kellogg’s GAA Cúl Camps is all about. The cast a wide range of children from all over Ireland to show that Cúl Camps is for everyone.

Brought to life by BOLT, TBWA\Ireland’s in-house production company, all the fun of Cúl Camps is packed into 20 seconds. Look closely, and you might spot a GAA star’s guest appearance…

The campaign will be activated across TV, OOH, social, digital, press, Croke Park match programmes, and email channels.

Kirk Bannon, creative director TBWA\Ireland said, "The campaign is all about the inclusivity of Cúl camps, where the only skill you need is to have fun. And as a parent, there’s nothing better than seeing your kid being part of the gang."

Áine Neenan. senior account manager TBWA Ireland said, "It’s always a privilege to work on a campaign that celebrates something so well-loved across the country, especially one I remember attending myself. Being able to bring that perspective to the work has been a real asset. Together with Kellogg’s and the GAA, we focused on showing parents and kids that Cúl Camps are for every child, not just those already playing GAA, but anyone who wants to get involved and have fun."

Josh Behan, junior strategist TBWA\Ireland said, "Cúl Camps is a national obsession for kids and parents alike. We wanted to highlight the contagious fun and excitement that all kids who attend feel - regardless of whether or not they’ve played GAA before."

Matthieu Chardon, director and head of Bolt by TBWA said, "We’re proud to have been entrusted with executing this campaign and to have worked closely with the iconic GAA and Kellogg’s. Directing over 20 kids was a joy, particularly with such a fun and inclusive cast. At BOLT, we act as a bridge between the agency and Ireland’s incredible film production talent. This shoot brought together some of the country’s top freelance crew alongside our in-house team, with all grading and editing completed in our studio."

David O’Brien, GAA marketing manager said, "Kellogg’s GAA Cúl Camps remain an integral part of the summer for children across the country, combining their love of Gaelic Games with an action packed week, creating fun memories and making new friends! The new Come and Play campaign welcomes all participants, of all skills and levels, to join their local Kellogg’s GAA Cúl Camp this summer. Where ‘having fun’ is the only goal!"