Home Campaigns Ad of the Week Ad of the Week: Bank of Ireland Celebrates the Four Proud Provinces

Ad of the Week: Bank of Ireland Celebrates the Four Proud Provinces

Bank of Ireland, which sponsors all four provincial rugby teams – Connacht, Leinster, Munster and Ulster- has launched a new campaign to celebrate its involvement with rugby in Ireland.

The campaign, which was created by TBWA\Dublin is the next phase of the brand’s new brand platform 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 TV ad celebrates the fans and those on the backroom team who play an important part to ensure everything goes right on match day and features Johnny O’Hagan who is the Leinster kit man; Derek Murphy who is the Munster teams bus driver; Sarah Graham who is part of the Ulster’s physio team and Dave Holland who is the third generation of his family to take on the role of groundskeeper at Connacht Rugby. The ad also  features rugby stars Robbie Henshaw (Leinster), Conor Murray (Munster), Quinn Roux (Connacht) and Jacob Stockdale (Ulster) and includes a special cameo from Ulster captain Rory Best’s biggest fan, his son Ben.

According to Henry Dummer, Chief Marketing Officer at Bank of Ireland: “At Bank of Ireland we are committed to supporting communities right across the island of Ireland to thrive – and our rugby partnerships with all four proud provinces is a key proof point in this support. Through our new campaign we want to celebrate the provincial communities that are the driving force behind Irish rugby. As well as the TV advert featuring all four provinces, we’ve developed specific digital and out of home creative to celebrate each province’s own individual story, too.”

The rugby campaign has a fully integrated communications approach – with a media strategy that allows for geographically relevant content.


Client: Bank of Ireland
Chief Marketing Officer: Henry Dummer
Brand Director: Anne Mulcahy
Strategic Sponsorship & Events: Paula Murphy
Sponsorship Manager: Gemma Bell
Senior Brand Manager: Ruth Brady
Senior Brand Manager: Gareth Irvine
Sponsorship and Brand Manager: Ashley Marrow
Sponsorship Executive: Sharon Woods

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: Laurie Easterby
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:  Karl Oskarsson
Editors: Gregers Dohn & Mark Piggot
Grade: Matt Branton
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
Music stylist: Jesper Gadeberg
Music re-work: Growl Music

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