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AIB: The Prayer of the Brave by ROTHCO

Agency: ROTHCO
Client: AIB
Date: Aug 2020
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Running a business isn’t easy. It can be demanding, overwhelming, and often asks more than is expected.

To help celebrate the dedication and bravery of those who own or run businesses, and the important role they play in the Irish economy, AIB has launched a campaign created by Rothco, part of Accenture Interactive, that is an ode to these business owners.

Entitled ‘Prayer of the Brave’, the campaign applauds business-owners and leaders as they go about their days, giving voice to all the challenges and emotions of running their own company – whilst an inspiring ‘prayer’ of positivity is recited in voice-over. Each line of the prayer reveals the inner-most thoughts of business owners; their hopes, dreams, and deep wishes for themselves, their staff, family and the businesses they run.


Client: AIB

Agency: Rothco, part of Accenture Interactive

Agency Producer: Aisling O’Dywer & Jessica Derby

Chief Creative Officer: Al Kelly

Executive Creative Director: Jen Spiers

Creative Director: Ray Swan & Emma Sharkey

Creative Team: Alex Ingarfield & Fabiano Dalmacio & Edel Quinn

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: Andidote

Director: Emer Reynolds

Producer: Andrew Freedman

Director of Photography: Kate McCullough

Production Designer: Joe Fallover

Post House: Outer Limits

Editor: Tony Cranstoun

Post Production Supervisor: Brian Raftery

VFX Supervisor: Andy Clarke @ Outer Limits

Sound: Kieran Horgan

Sound Design: Steve Fanagan

AIB Chief Marketing Officer: Mark Doyle

AIB Head of Marketing, Business and UK: Nuala Kroondijk

AIB Marketing Manager, Business: Jane Chmara