AIB and Rothco have launched the second phase of the bank’s residential mortgage campaign, The Last Repayment.
The latest iteration of the campaign follows on from the high profile The Last Day of Kate and Mick’s Mortgage campaign which sought to challenge the way that hopeful home-owners look at the commitment of a mortgage.
Directed by Zak Emerson, ‘The Last Repayment’ series features real AIB customers who have just completed their mortgage.
“As a segment, selling mortgages has become incredibly clichéd, often featuring the picture perfect young couple enjoying the first day in their very own home; choosing paints, unpacking boxes, happily surviving without furniture. We looked to turn all of this on its head. What if we could show potential homeowners their future by showing them the end of the journey?” explains Patrick Ronaldson, partner, Rothco.
The latest story told by Máire is completely her own. She talks about her unique journey and how she returned to Ireland with her two daughters, having lived in France for a number of years. The challenges she overcame in order to find the right house for her family and make it into a home, are brought to life with photos and home videos from the family archive.
“There’s nothing more powerful than the truth and by handing the narratives of their mortgage commercials over to customers, AIB have gained something rare in the world of advertising; an authentic and real insight into what it is to become home owner,” says Ronaldson.
“When it comes to mortgages, AIB is all about long term value. The idea of featuring customers on the last day of their mortgage seemed like such a fresh and smart way to dramatize our value to those looking for the right partner to buy a home,” says Brian Keating, brand director, AIB.
In addition to TV, the campaign will also cover online, video and print.
Agency Producer: Al Byrnes
Executive Creative Director: Alan Kelly
Creative Director: Ray Swan and Emma Sharkey
Art Director: Ray Swan
Copywriter: Emma Sharkey
Finished Art: David Gallagher and Gerry Cole
Business Director: Jimi McGrath
Account Director: Caitriona Ní Laoire
Account Manager: Karen Kenny
Strategy: Patrick Ronaldson and Casey Smyth
Digital Strategy/Connections: Emer Fitzgerald
Photography: Robert J Wilson
Director: Zak Emerson
D.O.P: Ben Moulden
Photography Retoucher: Robert J Wilson
Music: Dead Light
Post Production: Windmill Lane
Producer: Grainne Tiernan – Butter Productions
Post Production Supervisor: Nicola Pillai
Editor: Lee Hickey
Sound: Locky Butler