The F Word

Finance. Research shows it’s a still a taboo subject to talk about in Ireland. You certainly wouldn’t bring it up at the dinner table. Bank of Ireland believe the first step to taking control of your money is to get it off your chest. This campaign seeks to normalise the “F word” in a light-hearted though provocative way. Starring Irish national treasure Baz Ashmawy and his Mammy (who feature in the Sky show 50 Ways To Kill Your Mammy) the films drive viewers to set up a digital chat with Bank of Ireland. And so they did.