A bank being cool? Folk VML leads a new brand platform for Bank of Ireland by The Bank Collective by WPP.
For the bank, Right with you, is a strategic evolution demonstrating how the bank supports customers with the right advice, products and tools at the moments that matter most, enabling greater financial confidence.
In practice, it’s a strikingly new way for a bank to communicate with people. Fun commercials, shot in an unexpected way – each shot in its own unexpected way – to deliver their (practical) messages. A bank talking with customers, not at customers – radical, yes?
Abi Moran, CEO at Folk VML, explained, “Our job is to help clients earn an unfair share of attention and use creativity as a multiplier for effectiveness. What I love about this work is the clarity the Bank of Ireland team brought to the challenge from the start. ‘Right with you’ gives Bank of Ireland a simple way to show the power that financial confidence can have on people’s lives.
“Creative quality is one of the biggest profit drivers marketers control. That’s why Bank of Ireland team have launched four brilliantly integrated campaigns built around emotionally resonant storytelling. It’s the human details and real-life moments that truly make ideas feel more, be more memorable, and ultimately be more effective.”
Laura Lynch, CMOat Bank of Ireland, added, “Confidence is one of the most powerful drivers of economic behaviour. When people feel confident when they’re making financial decisions – no matter how big or small – they thrive. Right with you is built around that insight. It’s not a campaign line, but a long-term brand platform designed to reflect how Bank of Ireland supports customers. in making confident financial decisions. “It provides a clear and consistent expression of our commitment to customers across the organisation, aligning our people around a shared ambition to support financial confidence when it matters most – now, and for generations to come.”
Credits
Client: Bank of Ireland
Group Chief Customer Officer: Aine McCleary
Group Chief Marketing Officer: Laura Lynch
Group Director Brand & Sponsorship: Paula Murphy
Senior Marketing Manager – Brand, Strategic Projects: Rob Hyland
Senior Marketing Manager – Brand: Eimear Hogan
Senior Marketing Manager – Brand: Naomi Keating
Brand and Communications Manager: Nicky O’Donovan
Agency: The Bank Collective
Chief Creative Officer: Karl Waters
Associate Creative Director: Steve Kelly
Art Directors: Orla Byrne, Laura O’Carroll, Richard Glendenning
Copywriters: Lisa O’Hanlon, Ted Barry, Simon William Johnson
Chief Executive Officer: Abi Moran
Managing Director: Enda Kelly
Strategy Director: Kim Comiskey
Business Director: Conor Thompson
Account Director: Luke Mulligan
Senior Account Manager: Emily Hull
Producers: Michael Cullen, Eric Brindley
Production Company: Butter
Director: Lorcan Finnegan
Executive Producer: Michael Duffy
Media Agency: OMD
Client Development Director: Rikky Britton
Business Director: Lynn Brennan
