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AIB Write an Ode to Irish Business Owners with Encouraging New Campaign

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Rothco part of Accenture Interactive create 'Prayer of the Brave' celebrating the dedication and bravery of those who own or run businesses, and the important role they play in the Irish economy

AIB Write an Ode to Irish Business Owners with Encouraging New Campaign
Running a business isn’t easy. It can be demanding, overwhelming, and often asks more than is expected. The level of resolve and perseverance to succeed is universal no matter its size.

To help celebrate the dedication and bravery of those who own or run businesses, and the important role they play in the Irish economy, AIB has launched an inspiring new campaign created by Rothco, part of Accenture Interactive, that crafts an ode to these business owners. 

Entitled ‘Prayer of the Brave’, the campaign applauds business-owners and leaders as they go about their days, giving voice to all the challenges and emotions of running their own company – whilst an inspiring ‘prayer’ of positivity is recited in voice-over. Each line of the 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.

As the campaign focused on backing Irish businesses, Rothco, part of Accenture Interactive and AIB sought to have nearly every element of the production do the same. Shot in Ireland post lock-down, against a backdrop of tight restrictions, the agency worked with Emmy award-winning filmmaker Emer Reynolds and Antidote Films to bring the ‘Prayer of the Brave’ to life. With sound design by award-winning composer Steve Fanagan 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 industry.

Ray Swan, creative director at Rothco, part of Accenture Interactive, comments: “It’s very exciting for us to be revisiting the Brave campaign for AIB. Brave, in this day and age, is now more relevant than ever. We feel we’ve really captured the truth here of what it means to be a business owner - the sacrifice, the pressure, the relentless drive, the weight of responsibility not just to yourself, but to your employees. The Prayer of the Brave captures this in a really emotional way.”

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Client: AIB

Chief Marketing Officer: Mark Doyle

Head of Marketing, Business and UK: Nuala Kroondijk

Marketing Manager, Business: Jane Chmara


Agency: Rothco, part of Accenture Interactive

Agency Producer: Aisling O’Dywer & Jessica Derby

Chief Creative Officer: Al Kelly

Executive Creative Director: Jen Spiers

Creative Director: Ray Swan & Emma Sharkey

Creative Team: Alex Ingarfield & Fabiano Dalmacio & Edel Quinn

Finished Artist: David Gallagher & Gerry Cole

Managing Partner: Jimi McGrath

Business Director: James Moore

Account Director: Karen Austin

Account Manager: Amy Harrington

Account Executive: Steven Nagle

Director of Strategy: Patrick Ronaldson

Strategy Director: Casey Smyth

Digital Strategy: Colm Cusack

Photographer: Christopher Lindhorst

Photographer Retoucher: Floss Creative

Production Company

Production Company: Andidote

Director: Emer Reynolds

Producer: Andrew Freedman

Director of Photography: Kate McCullough

Production Designer: Joe Fallover

Post Production

Post House: Outer Limits

Editor: Tony Cranstoun

Post Production Supervisor: Brian Raftery

VFX Supervisor: Andy Clarke @ Outer Limits


Music: Leland Music


Sound: Kieran Horgan

Sound Design: Steve Fanagan

Genres: People

Categories: Banking, Finance

ROTHCO, Tue, 11 Aug 2020 11:10:50 GMT