Thirst for Better

When Deep RiverRock asked us for a campaign aimed at supporting community groups across Ireland, we asked them if we could do it differently.

Marketing campaigns with community groups and clubs at their centre have become a category in their own right. The issue, when you put much of this work back to back, is that one piece is indistinguishable from the other. So, when Deep RiverRock wanted a campaign idea aimed at supporting community groups all over the island of Ireland, we looked at what sets us apart.

For starters, Deep RiverRock is known historically for making fun advertising. Together, we've built up a tone of voice that doesn't take itself seriously; one that knows how to have the craic and is intrinsically Irish.

Then there are the people themselves. Us. Irish people are “people" people, who believe in the power of community, family and each other. We're a passionate lot too, serious about the things we enjoy doing. Whether they're shared hobbies, pursuits or interests, these are the things that bind us together, make us better people and fill us with the ambition to become the best we can be.

We expressed that desire and ambition as “Thirst for Better".

While a lot of brands go down the sporting route with campaigns of this type, supporting Gaelic games, rugby and the like, we set out with Deep RiverRock to find groups of people from all over Ireland who Thirst for Better with a higher, less obvious calling. Then we sought to retell their ordinary stories in extraordinary ways; from A Playful City in Dublin, whose ambition is to connect communities through play, to T.I.D.A.L. Community Group in Antrim, who are metaphorically and literally growing a better place to live.

Our client, Robert Crabbe, marketing manager of water brands with Coca-Cola HBC says: “There are so many groups who come together to do wonderful things and we want to celebrate that. Whether you're a band of cooks, dancers, athletes, jugglers, footballers or gardeners, if you get together to Thirst for Better, you could help your group grow. You can also help groups by donating 10c/10p per label to any of the groups listed on the website. McCannBlue's work launches a fund that enables groups or individuals to donate and collect funds for their chosen community groups in Ireland and Northern Ireland."

The campaign is supported with POS, social, digital and PR. More information can be found at