ING Australia

The GFC was a tough time for everyone, and on its heels nearly every financial institution was on a bit of a mission to reassure their customers. Sadly, this is actually a hard thing to do and occasionally came across as patronising and not genuine. Fortunately our client ING was aware of this and asked us to create a campaign that was more direct and down to earth. With Billy Connolly as their spokesperson, ING can get away with a more casual and cheeky approach than some of their competitors. We used this to our advantage, creating a campaign that was all about 'cutting through the clutter' and getting to the point. These ran as outdoor, print and online executions over several months, along with a companion Adviser campaign.





Client: ING
Agency: LOUD Sydney
Writers: Emma Den-Ouden and Joe Van Trump
Art Director: Mo Shono