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Tournament Virgins

Scotland had qualified for the Euro's, the first football tournament the men's team had reached for over 20 years. How could IRN-BRU capture the hearts and imagination of the nation over the course of the tournament when they weren't actually an official sponsor.

The bold idea

For an estimated 1.4 million Scots this would be the first time they would ever see their team compete at a major football championship. Taking this insight we created "Tournament Virgins" a campaign that celebrated this fact and helped to give these "first time virgins" some helpful tips and hints to properly enjoy themselves through some trademark cheeky activity on social.

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