With Irish Credit Unions in decline, and much larger competitors drowning out their 5% share-of-voice, we knew we’d have to be bravely different to save the movement.

Strategically, we convinced a member-owned organisation to focus on loans over membership. We evolved our media approach to maximise reach and recency and target our audience in more contextually relevant ways.

Creatively, we eschewed category norms through our use of brand mascots over real people.

Each of these decisions to embrace change were inherently risky. But our bravery was rewarded with what has become the Credit Union's most successful campaign ever.