context
Irish bank, AIB, was seen as the bank for small businesses. In 2014, they had captured the hearts and minds of SMEs with their "Backing Brave" campaign - a manifesto to the bravery of the under-appreciated but vitally important small businesses that are the backbone of Ireland's economy. In 2020, we were tasked with creating the same visceral connection that "Backing Brave" had for a new audience: medium and expanding businesses.
INSIGHT
Business, as it gets bigger, is deemed to get easier. The perception is that the money starts rolling in and that opportunities start coming hard and fast. So there is a lack of appreciation for the everyday challenge of keeping a Medium-sized business going and keeping that business growing.
IDEA
Running a business isn’t easy. Running a medium-sized business can be even harder - with people thinking that as soon as the money starts rolling in that you have it made. We realised that the people who run these businesses feel a sense of purpose much bigger than any job. In some ways, what they’re compelled to do, day in and day out, feels similar to a religious calling - that sense of connection to something much greater than yourself. We likened this kind of bravery to a vocation – one AIB sees and backs – and wrote an ode to these business owners, called The Prayer of The Brave. Each line of this prayer reveals the inner most thoughts of business owners – their hopes, dreams and deep wishes for themselves, their staff, family and the businesses they run.
PRODUCTION
As a campaign was about backing Irish businesses, we wanted every element of the production to do the same. We worked with Emmy-award-winning filmmaker, Emer Reynolds and Andidote Films to bring The Prayer of The Brave to life. The film was shot over 6 days across Ireland adhering to complex Covid-19 restrictions. With a music score by award-winning, Stephen Rennicks and cinematography by Kate McCullough, the film not only became an emotive ode to business owners, but a showcase of home-grown talent in the Irish film business.
