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A Boy and His ‘Snuggley’ are Inseparable in New Bank of Ireland Campaign

TBWA\Dublin creates a heart-warming TVC directed by Cannes-Lions-winning Gary Freedman

A Boy and His ‘Snuggley’ are Inseparable in New Bank of Ireland Campaign

For most people, their first home won’t be their last. TBWA\Dublin’s new home campaign for Bank of Ireland understands that change is inevitable. But whether people are moving in or moving on, the brand’s latest film reassures them they’re not alone.

‘Snuggley’ is a heart-warming TVC that follows a young boy as he experiences new surroundings throughout his childhood. It shows the journey of a family through the eyes of a child and his ever present cuddly toy rabbit, ‘Snuggley’. His ‘Snuggley’ becomes the one constant as he moves home, welcomes new siblings, gets a dog, and makes and leaves friends. Through this comforting sentiment, Bank of Ireland says it’ll stay by their customers’ side, ‘Wherever you go’. 

Shot in Dublin over four days, the beautifully-captured TVC is directed by Independent’s Gary Freedman, who is responsible for Cannes-Lions-winning commercials such as ‘When You Drink, Never Drive’ for Heineken and ‘Lift 90’ for HSBC, as well as his work for brands such as Volkswagen, Nike, Fosters, IKEA and Doritos. The film features the track, ‘Follow You, Follow Me’ by Genesis, which has been rerecorded by up-and-coming Cork singer, Maria Byrne.

TBWA\Dublin developed the campaign to promote a range of benefits for customers looking to buy a new home.

Mark Nolan, Chief Strategy Officer from TBWA\Dublin comments: “Buying one house for life isn’t relatable to a new generation of consumers and many people will probably move home a number of times in their lives. To develop a campaign that really resonates with the public, we wanted to acknowledge this reality whilst highlighting the importance of having that one constant support throughout.”

The campaign will run across TV, OOH, Radio, Cinema, VOD, Digital, Native Content, Social, Owned Media and One on One. It will be supported by a PR campaign and a series of nationwide events.

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Advertiser: Bank of Ireland

General Manager – Marketing & Customer: Brían Corish (Director of Customer, Analytics, Insights and Marketing)

Marketing Manager: Ruth Brady (Consumer and Segment Marketing Manager)

Head of Marketing: James Munnelly

Creative Agency

Creative Agency: TBWA\Dublin

Executive Creative Director: John Kane

Account Executive: Alex Lloyd

Social Media: Andrew Murray (Director of Social Media & Content) and Dylan Newe (Social Media & Content Specialist)

Senior Strategist: Aleesha Tully

Head of Broadcast: Onagh Carolan

Chief Strategy Officer: Mark Nolan

Managing Director: Fergal Behan

Senior Account Manager: Rebecca Schatz

Production Company

Production Company: Independent

Director: Gary Freedman

Producer: Chris McBride

Production Service

Production Service Company: Sweet Media

Producer: Emma O’Beirne


Editor: Adam Spivey, The Playroom

Post Production / VFX

Grade: Jean Clement, MPC London


Song: 'Follow Me, Follow You' (written by Genesis)


Online Lead: Sinead Bagnall (Online Post Production Producer)

Online: Screen Scene

Sound Design: Mutiny

Category: Banking , Finance/insurance