ING doesn’t like to be just a bank. They believe in the next generation of banking. A bank that doesn’t look or feel like a bank.
One that believes in a life well spent, not a life full of spending. One that empowers you to transform your work – your blood and sweat – into means to achieve the things that you want, effortlessly and pain free.
Through this campaign we visualize the everyday lives, desires and needs of people for a life well spent. We don’t show a world where everything’s perfect, because that’s just not how life is. Life is full of small, imperfect moments – and more often than not they’re the times we reflect on fondly, and that drive us to strive for a better quality of life.