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Bank of Ireland: F-word On Air

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Finance is on a par with sex and religion and topped only by death on the list of things we find it hard to talk about, according to research by Bank of Ireland. The survey also found that almost three in four people either don’t talk about their finances at all or will only do so if they have to. This is the basis of a new Bank of Ireland campaign – the ‘F-word’ – to encourage a more open discussion of personal finances among consumers. This campaign is part of the Bank of Ireland’s Financial Wellbeing programme featuring Emmy Award-winning TV and radio broadcaster Baz Ashmawy. The ‘F-word’ aims to remove some of the stigmas around talking about finances. The campaign was devised by Grey London and directed by Brian Durnin and produced by Paul Holmes of Red Rage Dublin.
Credits Other credits

Head of Production: Treasa O’Friel

Production Designer: Joe Fallover

Post Production: Windmill Lane

Editor: Lee Hickey

Colourist: Matt Branton

Sound Mixer: Mick Creedon

Post Production Producer: Jess Felton


Business Director: Sophie Osaer

Account Manager: Alice Ashwell

Assistant Agency Producer: India Smith


Client: Bank of Ireland

Senior Marketing Manager: Rob Hyland

Corporate Marketing Manager: Eimear Hogan

Group Brand Director: Anne Mulcahy

Social & Content Manager: Sam O'Byrne

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