The Power of Doing - AIB | Clapboard Ad Archive

The Power of Doing campaign for AIB, launched in Ireland in 2019 by Rothco | Accenture Interactive, leverages the narrative power of film to redefine financial marketing through an emphasis on agency and progress in personal finance. This campaign situates AIB not merely as a financial institution but as an enabler of meaningful action, positioning the brand at the heart of customers’ journeys toward their goals. By centering on the concept of doing, the creative strategy taps into a consumer mindset that prizes initiative and tangible achievement over passive management or abstract promises. The film’s storytelling approach dramatizes everyday financial challenges and successes, illustrating how AIB’s products and services serve as crucial tools that empower customers to take control and move forward. This aligns with what Clapboard’s taxonomy identifies as FORMAT#5—Exemplary Story—where the brand’s role is integral to the narrative arc and resolution, embedding the financial product within authentic human experience rather than isolating it as a standalone feature. Rothco | Accenture Interactive’s execution balances emotional appeal with practical relevance, using relatable scenarios to forge a deeper brand connection and reinforce trust in the bank’s commitment to supporting its customers’ ambitions. The campaign’s use of a single film asset maximizes impact through immersive visual storytelling, enhancing message retention and emotional engagement in a competitive finance market that often struggles with differentiation. Clapboard rates this campaign 63/100. The Power of Doing matters to the industry because it demonstrates how financial brands can move beyond functional messaging to inspire action and foster genuine customer relationships by embedding themselves meaningfully in the narratives of everyday progress.