Case study: The PwC All-Stars Awards

Each year in Ireland, the greatest from the sports of Hurling and Gaelic Football are honoured at the GAA GPA All-Star Awards. Running since 1971, the awards are widely considered as the most coveted sporting award scheme in the country. The night comprises of a ceremony which is broadcast live on Irish television, followed by a gala dinner for 1,500 guests.

This year, PwC entered into a four year sponsorship of the awards, rebranding the ceremony to The PwC All-Stars. PwC invited Cogs & Marvel to launch the partnership to the public and the Irish business community and to create a memorable experience for the gala attendees.

We wanted to create a spectacle, to announce the All Stars and PwC’s sponsorship to the city. To do this, we transformed the facade of The CCD into a live projection surface, broadcasting a combination of animations and footage of GAA legends to grab the attention of passers-by.

We created an experience to make the players, guests, and VIPs feel like All-Stars. Arriving at The CCD, guests passed through two giant All-Stars entrances and onto the red carpet before making their way to the live awards show.

To honour the achievements of previous winners and to create an added sense of prestige to the occasion, we created a ‘Hall of Fame’ legend gallery around the walls of the gala dinner space, featuring All-Stars winners dating back to the 70s when the awards first began.


At Cogs & Marvel, we believe that every time you get a group of people together, whether they be staff, customers, partners or consumers, you have an opportunity to strengthen their relationship with you. You have an opportunity to turn passive admirers into an army of advocates for your corporate brand. Cogs & Marvel is an event agency that creates brand experiences to delight in the moment and inspire lasting change.

Want to inspire change in your audience? Get in touch with the Cogs & Marvel team.