Tasked by AIB with producing a campaign aimed at college students for their "Everyday Rewards" program, we created a multi-faceted social and activation based campaign. This consisted of 11 animated hooks that were promoted on the bank's social platforms. These short videos centered around the idea of "the fear" and depicted common fearful scenarios for students. Several videos also created awareness for an activation in which the fearLESS van visited several colleges around the country delivering fear-busting treats like chicken fillet rolls, phone chargers and more.
The campaign's main aim was to speak to college students in a language that they would recognize & appreciate without coming off as embarrassing or try-hard. As a result, the tone of the animations is a quirky and surreal one.
In total, the campaign garnered a widely positive reception from students, with a substantial interaction rate and numbers of 2,000 plus at the van activations.
After the success of the original campaign in September of 2017, an additional Christmas campaign was added to extend the success of fearLESS.
All animations and illustrations for this campaign were created by me.