The Irish League of Credit Unions came to us with a problem – despite being the most trusted brand in the country (in stark contrast to their financial institution competitors), it wasn’t enough to cut customer apathy. They needed a way to stand out in a busy sector and drive loan enquiries, becoming top of mind for a younger, disengaged audience. ILCU had 3.5 million members on the island of Ireland, but the vast majority had been inactive for years. So we decided to speak directly to the millions of people north and south of the border who had walked away from their local credit union. Our ‘Credit Reunion’ platform was launched to tackle this head on. Our TVCs told the story of lapsed members preparing for their own Credit ReUnions. The tone is light and comic to grab attention, but this tone also allowed us to to include direct tactical messaging, packaged as soft, brand advertising that stood apart from generic comms more commonly associated with the sector.