A three-year partnership designed to reshape how a younger audience engages with Bank of Ireland.

In year one, we tackled the intimidation many young people feel around money by reframing the brand as a “financial translator”. Using LADbible Ireland’s tone of voice, we turned complex topics into clear, relatable content. This included everything from payslips and mortgages to savings, pensions and fraud awareness, making banking feel understandable rather than overwhelming.

In year two, the focus shifted from financial basics to ambition. Through real-life storytelling, we explored how young people turn passions into businesses, showing how Bank of Ireland supports those journeys.

By year three, the work evolved towards financial confidence. Through podcast-style conversations and everyday scenarios, we explored spending habits, saving behaviours and real-life money decisions, positioning Bank of Ireland as a partner helping young people navigate adulthood.

The long-term partnership allowed the work to expand year on year, building a consistent stream of culturally relevant financial content.

Creative Direction: Peggy O’Neill
Team: Niall Kelly, Anaïs Lukaku, Jonathan Murphy, Gareth Byrne