Bank of Ireland: Snuggley by TBWA\Dublin

For most people, their first home won’t be their last. TBWA\Dublin’s new home campaign for Bank of Ireland understands that change is inevitable. But whether people are moving in or moving on, the brand’s latest film reassures them they’re not alone.

‘Snuggley’ is a TVC that follows a young boy as he experiences new surroundings throughout his childhood. It shows the journey of a family through the eyes of a child and his ever present cuddly toy rabbit, ‘Snuggley’. His ‘Snuggley’ becomes the one constant as he moves home, welcomes new siblings, gets a dog, and makes and leaves friends. Through this comforting sentiment, Bank of Ireland says it’ll stay by their customers’ side, ‘Wherever you go’.

Shot in Dublin over four days, the TVC is directed by Independent’s Gary Freedman. The film features the track, Follow You, Follow Me by Genesis, which has been rerecorded by up-and-coming Cork singer, Maria Byrne.

TBWA\Dublin developed the campaign to promote a range of benefits for customers looking to buy a new home. The campaign will run across TV, OOH, radio, cinema, VOD, digital, native content, social, owned media and one on one. It will be supported by a PR campaign and a series of nationwide events.