Rothco, part of Accenture Interactive, shines a light on the darkness of mortgage applications in optimistic campaign for AIB

Ads, Creativity

The mortgage application process can be long and daunting, and it’s often hard to stay motivated when most of the process is out of your control – much like feeling left in the dark, not able to see the way through. To tackle such a feeling, Irish bank AIB has launched the My Mortgage tool that allows customers to see the light – tracking their application and breaking it down into simpler steps. The more customers use the tool, the more their belief in the process builds, lighting a clearer path forward.

Inspired by AIB’s ‘Belief is Everywhere’ campaign from 2018, Rothco, part of Accenture Interactive, brought the application to life with a spot that shines the light on the way in which this new tool allows customers to take back control and stay motivated throughout the typically daunting process.

Working with Conkerco, the director duo from Academy Films, Rothco set out to craft a campaign that feels like an antidote to the darkness and worry associated with applying for a mortgage. The film follows a couple navigating the application process through a series of scenic vignettes – moving from them leaving the bank, to uploading documents on their phones, to finally owning the house of their dreams. It is an out-and-out celebration of the light, with positive energy and a growing sense of optimism.

Rothco created a heightened, imaginative world for the campaign, establishing an intentionally hazy atmosphere at the start to add a feeling of uncertainty around the couple in the film. As their belief grows through the tool, so does the realism in the world. The lights lift as the couple becomes surer of themselves – ultimately ending up in the real world, basked in natural light outside their new home.

Ray Swan and Emma Sharkey, Creative Directors at Rothco, comment:

“A core tenet of the AIB brand is to be useful and the My Mortgage tool is a very real example of the kind of innovation that occurs when you put your customer at the centre of everything. This tool not only gives home buyers more control over the mortgage application process, it gives them a real sense of progress at a time when you really need to feel you’re getting somewhere, fuelling your belief that you’re well on your way to owning your own home.”

Mark Doyle, CMO at AIB, adds:

“As Ireland’s most digitally enabled bank we are committed to improving our offer for our customers. By introducing Ireland’s first end to end online mortgage application we have made the mortgage journey simpler. With the My Mortage app, customers have more transparency, know where they stand, and can keep the belief on their home buying journey. This campaign really brings the benefits of the app to life while showing AIB’s desire to back you to achieve your dream of owning your own home.”

Over the past 23 years ROTHCO has risen to become a leading strategic and creative agency in Ireland. Our work has been globally recognised with awards from every major global award show and in 2018 we were awarded 117 international awards, including the coveted Cannes Lions Grand Prix in the Creative Data category. 2019 has seen us receive awards from D&AD; Cannes Lions and the Clio’s.

In 2018 we became part of the Accenture Interactive Global Network, giving our ambitions an exciting new edge.

We partner with ambitious clients and brands and work with them to achieve their true potential. We do this by listening, learning, creating, inventing and delivering ground-breaking ideas. Our services span every device, platform and medium where brands are seen and experienced; from multi-market TV campaigns to mobile first interactions and everything in between. Ultimately, we ensure the best possible brand experience for our clients and their customers across the entire customer journey.

Accenture Interactive helps the world’s leading brands transform their customer experiences across the entire customer journey. Through our connected offerings in design, marketing, content and commerce, we create new ways to win in today’s experience-led economy. Accenture Interactive is ranked the world’s largest digital agency in the latest Ad Age Agency Report, for the third year in a row.


Client: AIB

CMO: Mark Doyle

Head of Marketing – Homes: Mark Brennan

Marketing Manager – Homes: Pauline Carmody

Brand Manager – Homes: Sarah Gallagher and Aine Brady

Agency: Rothco, part of Accenture Interactive

Agency Producer: Jessica Derby

Chief Creative Officer: Al Kelly

Executive Creative Director: Jen Spiers

Creative Directors: Emma Sharkey & Ray Swan

Creative Team: Alex Ingarfield & Sam Caren

Finished Artist: Gerry Cole

Account Director: Emily Lyons

Account Manager: Amy Harrington

Strategy: Bronagh O’Donovan & Casey Smyth

Digital Strategy: Karla Chubb


Production Company: Academy Films

Director: Conkerco

Producer: Stephen Overs

Director of Photography: Franz Lustig


Post House: The Assembly Rooms (London)

Editor: Nik Hindson


Post production (online): Screen Scene (Dublin)

Post production Supervisor: Sinead Bagnal

VFX Supervisor: Gavin Casey and Allen Sillery

Colourist: Seamus O’Kane @The Mill London

Sound: Will Farrell @ Screen Scene (Dublin)