Thinking differently stands out in advertising. Using your heart bonds brand and audience. TBWA\NEBOKO and ING bank had achieved both in a campaign that tells heart-warming stories about travel, where travel becomes the metaphor for life’s journey. The idea presents the bank as the institution dedicated to empowering more than 39 million customers in their life journeys. It reminds audiences that just like departures and arrivals through Amsterdam Airport Schiphol, people go from one chapter to the next.
“62 million people pass through Schiphol every year, each on their own unique journey,” stated Joris Phillipart, creative director at TBWA\NEBOKO. “What better way to tell the ING story of ‘do your thing” than celebrating the power of these life journeys, whether big or small?”
The campaign underscores ING’s promise to make banking frictionless and encourage people to do more of what moves them. The simple concept uses the familiar language of “from” and “to” on travel tickets to create an emotional story about transformation. At the same time, the OOH campaign taps into the mindset of travellers in the exact moment they’re travelling, whether for business, romance, bringing home a baby or recovering from a Vegas trip. Its airbridges and billboards stand out in a sea of crowded airport advertising.
“Beyond physical destinations, we’re celebrating empowerment and the different ways people can progress from the end of one thing to the beginning of another. This is what ING is all about,” commented Kim Larsen, head of global communications, brand & marcom at ING.
The full campaign features over 50 life journeys. Some are compelling headlines that stand on their own, while others use photography based on real stories. Rather than making something for everyone, ING wanted to create hyper-personal stories that can resonate with people, even if they’re not about them. In line with ING’s purpose to empower people to stay a step ahead in life and in business, the goal is to encourage people to ‘do their thing’ without judging or telling them how to live their lives.
The campaign’s first wave launched in February and will include 350 airbridges and digital-out-of-home billboards both inside and outside the airport by June.
