Home Campaigns Ad of the Week Ad of the Week: Bank of Ireland & TBWADublin ‘Begin’

Ad of the Week: Bank of Ireland & TBWA\Dublin ‘Begin’

Bank of Ireland has launched a new brand platform and advertising campaign called ‘Bank of Ireland Begin.’

The new brand positioning reflects the bank’s intention to demonstrate its core purpose of enabling customers, colleagues and communities across Ireland to thrive.

The campaign was created by the bank’s creative agency, TWBA\Dublin .

According to the bank, the insight at the heart of the new positioning is that customers have ‘begin’ opportunities at every stage of life. From the personal lives of consumers to the life cycles of a businesses, Bank of Ireland recognises that there are millions of ‘begins’ waiting to happen across Ireland and it  is using the new Begin platform to mobilise consumers and businesses to embrace the opportunities to thrive.

The Begin platform will be activated throughout 2019 with an integrated communications approach including social and digital content, branch activations, PR and 360 national advertising campaign, as well as other channel activity.

“We have listened carefully to consumers throughout the process of developing our new platform. To enable others to thrive is a wonderful outcome and a worthwhile pursuit for any business, and something I am very proud to be part of. However, we understood from listening to consumers that it is not easy to get there. We all carry hopes and dreams whilst grappling with the daily challenges of life. We cannot thrive unless we begin,” says Henry Dummer, Group Chief Marketing Officer at Bank of Ireland.

“It is a clear call to action. There is always the next ‘begin’ opportunity in every stage of life, whether it’s consumers in their personal lives or businesses moving from start-up to scaling for growth. We know that ‘begins’ can be very joyful, but that they can also be challenging times – and we are there for them all, enabled by Bank of Ireland’s support, as they embark on various journeys throughout life,” he adds.


Client: Bank of Ireland
Chief Marketing Officer: Henry Dummer
Brand Director: Anne Mulcahy
Senior Brand Manager: Ruth Brady
Senior Brand Manager: Gareth Irvine
Senior Brand Manager: Ann Cromie

Creative Agency: TBWA\ Dublin
CEO: Deirdre Waldron
Chief Strategy Officer: Mark Nolan
Executive Creative Director: John Kane
Creative Director: John Kilkenny
Head of Art: Niall Staines
Senior Copywriter: Niall McDonnell
Digital Creative Director: Geoff Barker
Director of Social Media & Content: Andrew Murray
Senior Strategist: Aleesha Tully
Head of Broadcast: Onagh Carolan
Agency Editor: Rupert Morris
Agency Producer: Kate McEvoy
Account Director: Eibhín McLoughlin
Senior Account Manager: Rebecca Schatz
Account Executive: Alex Lloyd

Production Company: Red Rage
Director: Tomas Jonsgården
Producer: Magnus Åkerstedt
Executive Producer: Paul Holmes
Production Company: Red Rage Films~
DOP:  Rasmus Vidbaek
Editor: Kathrin Schmoll
Grade: Seamus O’Kane
Online Post-production: Windmill Lane Pictures
Online Post-production Producer: Shayne Murphy
Sound: Mark Richards @ Mutiny
Sound Producer: Tracey McLoughlin
Music: ‘Stickfigure Dreams’ performed by Will Cookson

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