McKvr — "Never Once"
Creative Producer & Art Director
I'm from Kerry, so I'd watched David Clifford play since long before the rest of the country knew his name. That was exactly the problem this brief handed us: how do you launch a sportswear brand's first ever performance range around a man half the country would call a Kerry hero, without the other half switching off.
Our answer was to stop selling Clifford the county man and start selling Clifford the discipline. "Never Once" built the whole campaign around the image everyone already half knows: him alone on a pitch, practising the same free kick again and again, long before anyone was watching. That's not a Kerry story. That's a story about doing the unglamorous part of getting good at something, and it landed the same with a student, a musician or a county rival as it did with a Kingdom native.
It also happens to be the first shoot my dad got genuinely excited about, which is its own kind of career milestone.
The numbers backed the idea up: 1.7 million organic views across every platform, paid activity that pulled in 1,480 purchases with ROI to match, and a real, measurable bump in retail and ecommerce sales.
