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Bank of Ireland Drops the F Word to Encourage More Conversations on Finance

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Directed by Brian Durnin for Red Rage, the spots see award winning TV and radio broadcaster Baz Ashmawy drop the F-word to remove stigmas on talking about finances

Bank of Ireland Drops the F Word to Encourage More Conversations on Finance

Finance is on a par with sex and religion and topped only by death on the list of things we find it hard to talk about, according to research by Bank of Ireland. The survey also found that almost three in four people either don’t talk about their finances at all or will only do so if they have to. This is the basis of a new Bank of Ireland campaign – the ‘F-word’ – to encourage a more open discussion of personal finances among consumers. This campaign is part of the Bank of Ireland’s Financial Wellbeing programme featuring Emmy Award-winning TV and radio broadcaster Baz Ashmawy.  The ‘F-word’ aims to remove some of the stigmas around talking about finances.  The campaign was devised by Grey London and directed by Brian Durnin and produced by Paul Holmes of Red Rage Dublin.

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Production Company: Red Rage

Director:   Brian Durnin

Producer:   Paul Holmes

Head of Production:   Treasa O’Friel

Director of Photography:   John Conroy ISC

Production Designer:   Joe Fallover

Post Production

Post Production: Windmill Lane

Editor:   Lee Hickey

Colourist:   Matt Branton

Sound Mixer:   Mick Creedon

Post Production Producer:   Jess Felton


Agency: Grey London

Creative Director:   Abi Ellis

Art Director:   Fong Ong

Business Director:   Sophie Osaer

Account Manager:   Alice Ashwell

Agency Producer:   Michelle Kasper

Assistant Agency Producer: India Smith


Client: Bank of Ireland

Senior Marketing Manager:   Rob Hyland

Corporate Marketing Manager:   Eimear Hogan

Group Brand Director:   Anne Mulcahy

Social & Content Manager:   Sam O'Byrne

Genres: Comedy, People, Dialogue

Categories: Banking, Finance

Ponder, Wed, 07 Apr 2021 11:58:27 GMT