Rothco and AIB Ignite ‘Flames of Belief’ in the Darkest Points of Buying a Property

Buying a home is a notoriously slow and stressful process everywhere, but especially in Ireland, where housing shortages and rising prices have made purchasing a property near impossible for many. To reflect on the issue and shine a light on the ever-changing banking landscape in the country, Rothco, part of Accenture Song, has collaborated once more with AIB (Allied Irish Banks). The campaign entitled “Belief You Will See Home'' launches with two pertinent films. 

Leveraging AIB’s creative platform ‘We Back Belief’, Rothco and AIB present the stark reality of buying a property - the crowded viewings, unsuitable housing market, often moving home to your parents to save or having your hopes shattered, time and time again by mortgages falling through. The campaign tells the stories of two distinct buyers - a family who has outgrown their current home with another baby on the way, and a single first-time buyer who has moved back in with their parents.

Rothco, part of Accenture Song, worked with BAFTA nominated director Sasha Rainbow of Academy Films, alongside a strong female team, including DOP Beatriz Sastre, editor Flaura Atkinson and colourist Jax Harney. The two authentic films not only hold a mirror to the current housing crisis and recognise the challenges facing buyers today, but also showcase the ways AIB’s unique digital offering is on hand to support buyers through the daunting application process. 

The emotive spots conclude on a positive note, showing how belief can prevail, culminating in the joy of finally having somewhere of your own to call home.

The first film was released on 25th April, and the second will run on social and digital media channels from 2nd of May.

Ray Swan, creative director at Rothco, part of Accenture Song comments: “We’re really happy with our latest campaign for AIB. It’s a genuine acknowledgement that, while the housing market is a big struggle for most, at least the actual mortgage process from AIB is the most seamless it’s ever been, really putting the customer’s needs at the centre of the entire process”.

Pauline Carmody, marketing manager at AIB, adds: “We know it isn’t easy for people at the moment and we can’t find you the home of your dreams but we will do all we can in our mortgage offering to our customers. This campaign highlights that we empathise with the challenges people are facing. And we’re helping through lower rates and more efficient online journeys, as we offer Ireland’s first end to end online mortgage application, making the mortgage journey simpler.”