One Idea, many moments

ING’s brand guidelines are built around clarity and cutting through the jargon, so the product message needed to be simple and straightforward. The challenge was to move beyond traditional retail messaging and find a more emotional reason for people to engage.

The idea centred on the things people give themselves or others for life’s big milestones. From engagements and first cars to finally creating that dream man cave. Each execution treated the purchase as a gift, creating a simple and consistent creative thread across a range of very different moments.

The result was a campaign that kept the product message clear while giving the work a more human and relatable connection to what the money could make possible.