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AIB The Power of Doing Brings a Suitcase to Life for Ireland
AIB's 'The Power of Doing' is a 2019 Aib Ie.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats">multi-format film campaign created by Rothco | Accenture Interactive in Ireland that follows a ruby-red suitcase named Casey as she escapes a wardrobe and travels toward her intended purpose, serving as a metaphor for the personal ambitions people perpetually defer, according to Aiib.
The campaign launched in Ireland in June 2019, as reported by Test Adsofbrands.adworld.ie/2019/06/14/ad-of-the-week-aib-the-power-of-doing/" target="_blank" rel="noopener noreferrer">Adworld Ie on 14 June of that year. It represents a deliberate evolution of AIB's existing brand platform, 'Backing Doing', which Rothco had developed to connect the bank's personal credit proposition to real human behaviour rather than product features. 'The Power of Doing' was positioned explicitly as the next chapter of that platform, carrying its emotional logic forward through a single, character-driven narrative rather than a product claim. According to adworld.ie, the campaign deployed across television, cinema, social media, and out-of-home advertising in a co-ordinated multi-channel rollout across the Irish market.
Three distinct edits were produced to serve different contexts. Television received a 40-second and a 20-second version, while a longer 60-second cut was made available for cinema and social media, as reported by adworld.ie. The out-of-home component was not a photographic extension of the film but a bespoke illustrated campaign, with artwork created by illustrator Tobias Hall, giving each medium a distinct visual register while sustaining the Casey character across all touchpoints. In Ireland, this kind of fully integrated, character-led campaign was relatively unusual in the banking and finance category, where communications have historically defaulted to product-rate messaging or community-sponsorship storytelling. Clapboard.com records one media asset submitted as part of this campaign entry, representing the primary film. The Clapboard Score for this campaign is 63 out of 100.
AIB entered the 2019 campaign cycle as the largest retail bank in Ireland by current account share. According to data cited by adworld.ie, AIB held 36 percent of main current accounts in the Irish retail banking market, placing it ahead of Bank of Ireland, which held 34 percent of the same market. Permanent TSB accounted for a further 12 percent, according to the same source, with Ulster Bank and KBC completing a five-bank competitive landscape.
In a market where AIB and Bank of Ireland were separated by only two percentage points of current account share, the strategic imperative was not simply to acquire new customers but to deepen emotional relevance among existing and prospective ones. The 'Backing Doing' platform, which adworld.ie traces to a broader brand architecture established by Rothco by 2016, was built around four product-linked propositions: backing club and county, backing putting down roots, backing brave, and backing doing. Each proposition tied a financial product to a human motivation. 'The Power of Doing' operates within the personal credit strand of that architecture, translating the abstract benefit of a loan into the concrete experience of finally acting on a long-deferred ambition.
The insight driving the campaign, as articulated by Stephen Rogers, Creative Director at Rothco, and reported by adworld.ie, is that most people carry one thing they genuinely want to do but never complete, because life intervenes. This framing avoids the rational-benefit register that dominates banking and finance advertising in Ireland and positions AIB not as a lender but as the institution that removes the last practical obstacle between a person and their intention. In a competitive environment where Bank of Ireland pursues broadly similar community and aspiration narratives, the Casey character gives AIB a proprietary narrative device that neither a rate comparison nor a sponsorship announcement can replicate.
Director Johnny Kelly of production company Antidote directed 'The Power of Doing', as reported by adworld.ie. The production was built around a deliberate commitment to practical, in-camera techniques: puppeteering and physical effects were used to animate Casey the suitcase throughout the film rather than relying on primary digital animation or CGI compositing.
This choice carries creative consequences beyond the technical. An object brought to life through puppeteering has a physical weight and an imperfect momentum that digital motion cannot fully replicate. Casey's movements carry the slight resistance and unpredictability of a real object in the real world, which reinforces the film's emotional premise: that the desire to act is genuine, present, and physical, not abstract. The production decision therefore becomes an argument about authenticity that supports the campaign's strategic claim. According to adworld.ie, the entire film was shot in camera, meaning the final image on screen corresponds directly to what was captured on set rather than being assembled in post-production.
Stephen Rogers, Creative Director at Rothco, is the only verified creative voice on record for this campaign. As reported by adworld.ie, Rogers articulated the central insight as follows: whether it is in the back of a wardrobe or the back of a mind, most people carry one thing they genuinely want to do but never complete, because life gets in the way. That observation shaped not only the story but the visual logic of the suitcase as protagonist — an object already packed, already ready, waiting in exactly the kind of domestic space where deferred ambitions accumulate. The out-of-home component, illustrated by Tobias Hall with bespoke artwork rather than film stills, extended this craft sensibility into the physical environment across Ireland, giving the campaign a consistent but medium-appropriate visual language at every touchpoint.
No verified performance data for 'The Power of Doing' is publicly available. AIB has not published campaign-specific metrics — including reach figures, recall scores, brand-lift measurements, or conversion data — in any source accessible to independent review. The campaign does not carry a documented awards record in available search results. The Clapboard Score of 63 out of 100 reflects the platform's editorial assessment of the work.
In structural terms, the campaign exhibits several characteristics associated with durable effectiveness in the Irish banking and finance category. The use of a single recurring character, Casey the suitcase, gives the campaign an immediate recognisability that extends naturally across formats without requiring viewers to reorient themselves between the 20-second television cut and the 60-second cinema version. The in-camera production method, documented by adworld.ie, reduces the aesthetic distance between the film and everyday experience, which is consistent with AIB's positioning as a bank engaged with ordinary Irish life rather than aspirational abstraction. The bespoke out-of-home illustration by Tobias Hall demonstrates a level of channel-specific creative investment that distinguishes the campaign from executions that simply resize television frames for outdoor use. Taken together, these structural decisions suggest a campaign designed for cumulative emotional impact across repeated exposures rather than a single high-reach moment, which is consistent with the long-platform logic of 'Backing Doing' as reported by adworld.ie and adsoftheworld.com.
'The Power of Doing' is a 2019 AIB banking campaign created by Rothco | Accenture Interactive in Ireland. It follows a ruby-red suitcase named Casey who escapes a wardrobe, serving as a metaphor for deferred human ambition. The campaign ran across television, cinema, social media, and out-of-home advertising in June 2019, as reported by adworld.ie.
Johnny Kelly of production company Antidote directed 'The Power of Doing' for AIB. Kelly shot the film entirely in camera using puppeteering and practical effects to animate Casey the suitcase, a production choice reported by adworld.ie that gave the finished film a physical authenticity distinct from digitally animated alternatives in the banking and finance category.
AIB's 'The Power of Doing' was the next chapter of the 'Backing Doing' brand platform developed by Rothco. According to adworld.ie, 'Backing Doing' formed part of a broader brand architecture established by 2016, linking AIB's personal credit proposition to human motivation. 'The Power of Doing' advanced that platform through character-led narrative rather than product messaging.
The campaign ran in multiple formats across Ireland. According to adworld.ie, television received 40-second and 20-second edits, while a 60-second version served cinema and social media. Out-of-home advertising featured bespoke illustrations by Tobias Hall rather than film stills, giving each channel a distinct but character-consistent visual execution throughout the Irish market.
AIB held the largest share of main current accounts in Ireland at the time of the campaign. According to data cited by adworld.ie, AIB held 36 percent of main current accounts, ahead of Bank of Ireland at 34 percent and Permanent TSB at 12 percent, making AIB the leading retail bank in the Irish market in 2019.
'The Power of Doing' received a Clapboard Score of 63 out of 100. No independently verified performance metrics or awards data are publicly available for the campaign. The score reflects Clapboard's editorial assessment of the work's creative construction, strategic coherence, and craft execution relative to other campaigns archived on the platform.
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