Droga5 Dublin Goes ‘For the Life You’re After’ in Campaign for Allied Irish Banks

Droga5 Dublin, part of Accenture Song, has launched AIB’s latest campaign for its new financial planning offering; pensions, investments & life insurance.

AIB’s ambition was to fundamentally change the way people think about financial planning.

The campaign, which is live across all major media touchpoints, celebrates the fact that as we go through life, our priorities change. But the things that really matter, the things you love most like your family, good times with good friends, those dream holidays, they rarely change. AIB poses the question; what if we could keep doing the things that really matter to us today, long into the future?

Jen Speirs, chief creative officer at Droga5 Dublin, part of Accenture Song said, “Who doesn’t want a good future? The thing is, when brands are communicating about the path to that good future, they often show an older version of us – doing things that we don’t have time for now. AIB wanted to show a different, more relatable future. By the time we get to a certain age, we’ve worked out what really matters – so a good future, is one that’s packed with more of that. The friends, the laughs, the hanging with family – all the stuff we love. It’s the first work to launch the new AIB brand idea, For the life you’re after – and we’re excited for this new campaign and all the work that will follow.”

Emma Sharkey, chief strategy officer at Droga5 Dublin, part of Accenture Song said, “We’re very excited to be involved in AIB’s new brand platform, there has been a seismic shift in how customers view their lives and even what success looks like. The role for a modern bank like AIB is very different; this new positioning allows AIB to further communicate with customers in an empathetic way.”

This is AIB’s first campaign under their new brand positioning and communication platform; ‘For the life you’re after’, which the agency also worked on.

The first executions of the campaign launch this week and feature a group of friends as they move through various life stages. As things around them change, they’re still enjoying what matters most to them, their friendship.

The 40" ad will air on TV from October 23rd. The film can be viewed here: https://youtu.be/zKp3rSu3dCs

The campaign will extend beyond TV to include social & content partnerships, cinema, digital audio, outdoor and a media partnership with DAA.