The Lowdown:
For Bank of Ireland’s new mortgage campaign, Cawley Nea\TBWA provides a fresh approach to one of the most emotional and important decisions that people make in their lives. In a nationwide campaign led by TV, the Dublin-based creative agency has created three innovative spots for the Irish bank, that acknowledge the realities of home-buying, warts and all, with humour and encouragement.
With the mortgage market already registering a significant increase in activity this year, Cawley Nea\TBWA has seized the opportunity to deliver a creative new take on the topic, marking a departure from the stock images that typically saturate this genre.
The dazzling new campaign seamlessly utilises Irish hand-crafted and hand-operated puppetry to awesome effect. The stars of the show, a 70s avocado loo, a dull ham sandwich, and damp head towel, all belt out an inspirational and iconic soundtrack to invigorate home buyers throughout the highs and lows of their journey in searching for their new home.
Joint Managing & Planning Director at Cawley Nea\TBWA, Mark Nolan, explains: “We wanted to deliver a memorable and distinctive message that empathises with home buyers at every stage of the mortgage process. These realistic scenarios represent familiar points along the journey to buying and moving in. We reckon there’s something seriously uplifting about them belting out Journey’s ‘Don’t Stop Believin’’ to show that little disappointments can be overcome with enthusiastic encouragement.”
The campaign launches on September 5th on TV, print, radio, and online nationwide.
Credits:
Agency: Cawley Nea\TBWA
Agency Producer: Onagh Carolan
Creative Director: Martin Cowman
Art Director: Paul Arthurs
Copywriter: Alan Byrne
Group Account Director: Paula Kelly
Account Director: Linda O’Connell
Production Company: Speers Film
Director: Tom Merilion
Executive Producer: Jonny Speers
Post Production: Windmill Lane
Editor: Lee Hickey
Grading: Dave Hughes
VFX: Ian Jacobs
Music: Journey – ‘Don’t Stop Believin’
Music Writers: Perry, Cain & Schon
Sound Recording: Raygun
Sound Engineer: Dean
