Allied Irish Bank: AIB - The Power of Doing by ROTHCO

Agency: ROTHCO
Date: Jun 2019
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ROTHCO, part of Accenture Interactive, has created a new commercial ‘The Power of Doing’ for Allied Irish Banks (AIB) which marks the next chapter in the brand’s ‘backing doing’ platform.

Directed by multi-award-winning Irish director and animator Johnny Kelly, out of Antidote, the ad follows the story of Casey, a ruby red suitcase who has spent her life unused at the back of a wardrobe. Realising that life’s precious moments aren’t to be wasted, she bursts free of her plastic wrapping and rolls off into the sunset to seek her destiny - travelling the world.

Leveraging AIB’s position as market leaders in providing efficient loan application and approval processes, the new spot looks to subvert the usual advertising tropes and provide something unexpected. Rather than focusing on the product, Casey’s journey elevates the act of ‘doing’ by using an object every viewer could identify with as a metaphor to represent the excitement of fulfilling your dreams.

The ad was shot entirely in camera, with puppeteering and practical effects used to elicit a real sense of empathy for the little suitcase that finally achieved what she was made for.

Casey’s journey will run on TV, with a 60-second edit appearing in cinema and on social media. The film will be supported by OOH, with bespoke illustrations created by illustrator and designer Tobias Hall.

Credits

Client: AIB

Chief Marketing Officer: Mark Doyle

Head of Marketing, Consumer: Paul Fisher

Marketing Manager, Consumer: Claire Lynch

Brand Manager, Personal Credit: Aine Brady

Agency: Rothco (part of Accenture Interactive)

Head of Production: Margaret Levingstone

Executive Producer: Jessica Derby

Agency Producer: Jen Wu

Executive Creative Director: Alan Kelly

Creative Director: Stephen Rogers

Senior Copywriter: James Pash

Senior Finished Artist: Mickey Hughes

Business Director: Jimi McGrath

Senior Account Director: Emily Lyons

Account Manager: Amy Harrington

Account Executive: Dairiona Ryan

Director of Strategy: Patrick Ronaldson

Strategy: Tara Finnegan

Production Company: Antidote

Director: Johnny Kelly

Producer: Andrew Freedman

Director of Photography: Matt Fox

Production Designer: Joe Fallover

Puppeteers: Damien Farrell / Colin Purves

Post House: Screen Scene

Editor: Jake Walshe

Post Production Supervisor: Anne Marie Downs

VFX Supervisor: Allen Sillery

Music: Woodwork Music

Composer: Philip Kay

Sound Design: Factory

Colourist: Gary @ Outer Limits

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