Idea
The Irish home buyers journey is notoriously slow, complicated, emotional and daunting. So when AIB, Ireland's largest bank, tasked us with launching a new My Mortgage online application tool, we knew we needed to reflect this and show how the tools functionality helps back a home buyers belief.
Through our idea of ‘Seeing is Believing’ we dramatized the current house buying journey as one that makes you feel left in the dark, not able to see the way through. This sense of not knowing makes it difficult to keep the belief. AIB’s My Mortgage tool shows you the light, breaking it down into simple steps, so you can see where you’re going and keep believing. The more you use the tool, the more your belief builds, lighting a clear path forward.
Inspired by AIB’s 2018 ‘Belief is Everywhere’ campaign, we brought the application process to life using the strong aesthetic of light which was previously established by the brand.
Execution
Working with Conkerco, a director duo from Academy Films, we set out to craft a campaign that felt like an antidote to the darkness and worry associated with applying for a mortgage. We created a heightened, imaginative world for the campaign, establishing an intentionally hazy atmosphere at the start to add a feeling of uncertainty around the couple in the film. As their belief grows through the tool, so does the realism in the world. The lights lift as the couple becomes surer of themselves – ultimately ending up in the real world, basked in natural light outside their new home. It is an out-and-out celebration of the light, with positive energy and a growing sense of optimism.
