Running a business isn’t easy. Running a business during a pandemic that is creating havoc within economies is daunting and, in many cases, a knife-edge experience. Some businesses will fail. All will require bravery. Many will depend on their bank.
Allied Irish Banks (AIB) is making a tactical move to show its support for business owners at a time when bank support is top of mind among them. The campaign, Prayer of the Brave, created by Rothco, is an ode to these business owners – applauding their determination and bravery. It is told in a spoken poem whose lines reveal the innermost thoughts of business owners; their hopes, dreams, and deep wishes for themselves, their staff, family and the businesses they run.
As the campaign focused on backing Irish businesses, Rothco and AIB sought to have nearly every element of the production do the same. It’s a showcase of home-grown talent in the Irish film industry. It was shot in Ireland post lockdown against a backdrop of tight restrictions with Emmy award-winning filmmaker, Emer Reynolds, and Antidote Films. Sound design is by award-winning composer, Steve Fanagan, and cinematography by Kate McCullough.
Ray Swan, Creative Director at Rothco, part of Accenture Interactive, commented, “It’s very exciting for us to be revisiting the Brave campaign for AIB.
Brave, in this day and age, is now more relevant than ever. We feel we’ve really captured the truth here of what it means to be a business owner – the sacrifice, the pressure, the relentless drive, the weight of responsibility not just to yourself, but to your employees. The Prayer of the Brave captures this in a really emotional way.”
Credits:
Agency: Rothco, part of Accenture Interactive
Chief Creative Officer: Al Kelly
Executive Creative Director: Jen Spiers
Creative Director: Ray Swan & Emma Sharkey
Creative Team: Alex Ingarfield & Fabiano Dalmacio & Edel Quinn
Agency Producers: Aisling O’Dywer & Jessica Derby
Finished Artist: David Gallagher & Gerry Cole
Managing Partner: Jimi McGrath
Business Director: James Moore
Account Director: Karen Austin
Account Manager: Amy Harrington
Account Executive: Steven Nagle
Director of Strategy: Patrick Ronaldson
Strategy Director: Casey Smyth
Digital Strategy: Colm Cusack
Photographer: Christopher Lindhorst
Photographer Retoucher: Floss Creative
Music: Leland Music
Production Company: Antidote
Director: Emer Reynolds
Producer: Andrew Freedman
Director of Photography: Kate McCullough
Production Designer: Joe Fallover
Post Production: Outer Limits
Editor: Tony Cranstoun
Post Production Supervisor: Brian Raftery
VFX Supervisor: Andy Clarke @ Outer Limits
Sound: Kieran Horgan
Sound Design: Steve Fanagan
Client: AIB
Chief Marketing Officer: Mark Doyle
Head of Marketing, Business & UK: Nuala Kroondijk
AIB Marketing Manager, Business: Jane Chmara
