Home Campaigns Ad of the Week Campaign of the Week: Bank of Ireland/ Snuggley

    Campaign of the Week: Bank of Ireland/ Snuggley

    TBWA\Dublin creates a heart-warming TVC directed by Cannes-Lions-winning Gary Freedman

    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 heart-warming 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, who is responsible for Cannes-Lions-winning commercials such as ‘When You Drink, Never Drive’ for Heineken and ‘Lift 90’ for HSBC, as well as his work for brands such as Volkswagen, Nike, Fosters, IKEA and Doritos. 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. Mark Nolan, Chief Strategy Officer from TBWA\Dublin comments: “Buying one house for life isn’t relatable to a new generation of consumers and many people will probably move home a number of times in their lives. To develop a campaign that really resonates with the public, we wanted to acknowledge this reality whilst highlighting the importance of having that one constant support throughout.”

    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.


    Client: Bank of Ireland
    Director of Customer, Analytics, Insights and Marketing: Brían Corish
    Head of Marketing: James Munnelly
    Consumer and Segment Marketing Manager: Ruth Brady

    Creative Agency: TBWA\Dublin
    Executive Creative Director: John Kane
    Creative Director: John Kilkenny
    Chief Strategy Officer: Mark Nolan
    Senior Strategist: Aleesha Tully
    Director of Social Media & Content: Andrew Murray
    Social Media & Content Specialist: Dylan Newe
    Head of Broadcast: Onagh Carolan
    Managing Director: Fergal Behan
    Account Director: Eibhín Mc Loughlin
    Senior Account Manager: Rebecca Schatz
    Account Executive: Alex Lloyd

    Production Company: Independent
    Director: Gary Freedman
    Producer: Chris McBride
    Service Production Company: Sweet Media
    Service Company Producer: Emma O’Beirne
    Editor: Adam Spivey, The Playroom
    Grade: Jean Clement, MPC London
    Online post production: Screen Scene
    Online post production producer: Sinead Bagnall
    Sound: Mutiny
    Music: ‘Follow Me, Follow You’ written by Genesis, Performed by Maria Byrne

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