Seeing Is Believing

Seeing Is Believing


Launching Ireland’s first online mortgage tool

The home buyer’s journey is notoriously slow, complicated, emotional and daunting. Applying for a mortgage can feel like you’re entering ‘no man’s land’, not knowing where you stand at any point in the journey.

In response, AIB had created My Mortgage – Ireland’s first online mortgage tool that allows people to feel in control of their application. The tool ‘shows you the light’, breaking down the mortgage application process into simple steps, so you can see where you’re going and keep believing. So, to launch the tool, we set out to craft a campaign that felt like an antidote to the darkness and worry associated with applying for a mortgage.

The more you use the tool, the more your belief builds, lighting a clear path forward. In our film, as the couple’s belief grows, so does the realism of the film. The darkness lifts as the couple become surer of themselves – ultimately ending up in the real world, basked in natural light outside their new home. The film finishes as an out-and-out celebration of the light, with positive energy and a growing sense of optimism.