AIB: Backing Brave - Rothco

Credits:
Client Team: Brian Keating, Sinead Cummins
Agency: Rothco
Account Team: Miriam Hendrick, Hazel Irwin, Sarah McGann
Creative Team: Jude Healy and Rob Murray
Agency producer:Barbara Ann Chaney
Production Company: Butter
Director: Hadi
Producer: Brunella Cocchiglia
Editor: Kevin Whelan
Post-production: Windmill Lane
Audio post-production: Mutiny
The Lowdown:
Small businesses and farmers are responsible for more than two thirds of jobs in Ireland, they work hard and take risks and innovate, yet AIB was aware they feel underappreciated, undersupported and undervalued. AIB was determined to offer the
practical support they need in terms of products and financing, but we also felt we could go beyond that and champion their
contribution on a broader level.
We looked at what we thought was common to all small businesses and farmers – they have to be brave every day. This led us to Backing Brave this campaign will not only let small businesses and farmers know we’re there for them, but also lead to a perception shift in Irish society of how important they are.
Rothco’s campaign for AIB called Backing Brave was launched this week in TV, press, online, in branch and social media. The campaign features real customers from a variety of sectors.