The Challenge.
Hibernian was one of Ireland's best loved brands, but had recently become part of Aviva, and needed to rebrand . The challenge was how to do it without throwing away its century-to-earn brand equity. Rothco planner Patrick Ronaldson believed the answer lay in revisiting the past, but not in a passive way as so many brands do, but with a message. We set to work.
The Solution
We wanted to remind people that this new brand Aviva had actually been with Irish families for a century. But we also wanted to do something else, in a tough time, try to set a new tone for the nation, by reminding Irish people that they'd been through ups and downs before and had come through and would do again. But of course we wanted an entertaining campaign too. After all, who wouldn't want to make a film where you got to recreate 20 different historical eras
THE RESULTS
This much loved AdFx gold campaign succeeded in migrating Hibernian to the Aviva name with no loss of equity, in fact their brand scores increased. More importantly its tone of resilient optimism struck a chord. Recent studies have shown that in the past decade almost a new national personality has developed in Ireland, described as resilient optimism. Maybe its fanciful to think work like this helped form a zeitgeist. Maybe it's not.
To repay repeat viewing, we recreated scenes from 20 historical eras in detail.