Bank of Ireland

The F Word

Agency: Grey


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.

This professional campaign titled 'The F Word' was published in Ireland in April, 2021. It was created for the brand: Bank of Ireland, by ad agency: Grey. This Film medium campaign is related to the Finance industry and contains 2 media assets. It was submitted over 3 years ago by Exec Producer: Paul Holmes of Red Rage.


Advertising Agency: Grey London, UK
Creative Director: Abi Ellis
Art Director: Fong Ong
Business Director: Sophie Osaer
Account Manager: Alice Ashwell
Agency Producer: Michelle Kasper
Assistant Agency Producer: India Smith
Director: Brian Durnin
Producer: Paul Holmes
Production Company: Red Rage Dublin
Director: Brian Durnin
Producer: Paul Holmes
Head of Production: Treasa O’Friel
Director of Photography: John Conroy ISC
Production Designer: Joe Fallover
Post Production: Windmill Lane
Editor: Lee Hickey
Colourist: Matt Branton
Sound Mixer: Mick Creedon
Post Production Producer: Jess Felton
Senior Marketing Manager Bank of Ireland: Rob Hyland
Corporate Marketing Manager: Eimear Hogan
Group Brand Director: Anne Mulcahy
Social & Content Manager: Sam O'Byrne


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