Our ad captures what it is to be a Minor player on the cusp of greatness; that reflects their journey and the unvarnished reality of the pressures and sacrifices they endure. It’s a story that’s so universal, no matter if you've never held a hurling stick or stood on the sidelines, you’ll see something from your own gallery of memories that will help you understand the pull of our games.

Our ambition for this piece was to bring the tribalism and relentless emotion of the Minor Championship to life. To do this, we composed an intense score that solely used Lambeg drums. These are a traditional percussion instruments from Northern Ireland and they are predominantly associated with the Unionist tradition. We chose to use them to signify how these sports can unite all communities together, throughout our island.