In 2018, ING Bank has invited the public to try its current account package, "ING Card Complet", by making a case against inertia and potential peer pressure. Aiming to actively provoke people to think for themselves, as opposed to getting lost in the crowd, the advertising campaign revolved around patterns and how to break them.
CLIENT: ING Romania | AGENCY: Headvertising (Creative Direction: Vlad Lazar // Creative Idea, Copywriting: Augustin Krysta, Vlad Lazar // Creative Idea, Art Direction, Graphic Design, Photo Editing: Teodor Minea) | PRODUCTION: Multi Media Est (Film Direction: Ithyle Griffiths // Set Design: Serban Porupca, Aniela Ban // Music: "Electric Brother" Cristian Stefanescu // Photography, Photo Editing: Macri Studio)
— TVC —
"The Boss"
Break away from the crowd, you no longer need approval from your employer to move your salary.
See for yourself if it isn't simpler at ING.
"The ATMs"
You no longer need to find a certain ATM, you can have ZERO fees for cash withdrawals anywhere.
See for yourself if it isn't simpler at ING.
"Pay with your phone"
Forget about wallets or small change, you can use the ING Pay smartphone app for contactless payments.
See for yourself if it isn't simpler at ING.
— Key Visuals —
For all static mediums, the behavioral patterns from the video ads morphed into literal, visually striking patterns, from which a cheeky hero casually breaks out.
A slightly unorthodox solution, that suited quite well this particular and rather unusual message (as far as financial institutions go). Even on the busiest of streets, this crowd couldn't possibly slip past you.
"Will you go with the crowd, or will you bring your salary at ING?"
"Will you go with the crowd, or will you have cash withdrawals with ZERO fees at any ATM?"
"Will you go with the crowd, or will you start making payments with your phone?"
— OOH —
Left: ING Office window display - "See for yourself if it isn't simpler at ING."
Right: Branded bus stop - "Until the bus arrives, see if it isn't simpler for you to arrive at ING."
(No, these aren't streets from Bucharest. They just look good. Thank you.)
— Pin Postcard (giveaway) —
"You, from all people, have chosen to bring your salary at ING. (...)"
Wearable gift - a gentle reminder about the importance of standing out from the crowd.
Thank you for scrolling.
(& being around)
