Bank of Ireland: Personal Current Accounts – Confidence When It Counts

The campaign aims to position Bank of Ireland as a “simple, seamless and secure choice for your everyday banking needs.

This fully integrated campaign for Bank of Ireland taps into Gen Z’s savvy by reinforcing confidence through smart digital features like card freeze, 24/7 fraud alerts, replacement cards and PIN support. It debuted on TV, radio, social and digital in July 2025 and will continue across campus activations and data‑driven digital channels for the rest of the year.

Bank of Ireland Folk VML Advertising Dublin

Challenge

Our audience don’t want to watch ads, especially from banks so we knew we had to earn their attention. Gen Z are digitally native, discerning, and constantly bombarded with content. The challenge was to create something that cut through the noise with a tone and style they’d actually engage with, while reinforcing the real ease and confidence offered by Bank of Ireland’s current account. They’re savvy, and their banking should be too.

Inspiration

Gen Z are always on the move - travelling, exploring, working… they are constantly pushing boundaries and staying calm while doing it. But even in unpredictable moments, they want to feel in control. This campaign was inspired by their ability to stay cool under pressure - not just because they’re tech-savvy, but because their banking now backs them up. From lost cards to unexpected detours, they can finally relax, knowing they’ve got control and confidence when it comes to their money..

Idea

We open mid-bungee jump. A backpacker hurtles through the air, cardless and carefree - the exact opposite of how most people would feel in that moment. But with features like instant card freeze, fraud alerts and card replacement, a Bank of Ireland Personal Current Account means there’s no need to panic. The creative captures calm and confidence through humour and smart design, with some furry friends thrown in!