Reclaiming labels with Pride

ING has been closely involved with Pride Amsterdam for over 20 years. Each year, ING’s Pride presence reflects the importance of diversity and inclusion among its employees and customers and celebrating freedom in being yourself.

This year’s campaign was developed together with colleagues from the LGBTQI+ community within ING and creative partner AKQA, and centers on language, identity and visibility.. The campaign shows what Pride means in life and in the workplace, not as an abstract ideal, but as a lived, personal experience.

For decades, queer communities have been on the receiving end of judgement, often reduced to labels such as “lost”, “going through a phase” or “over the top”. With Pride responds to that history with joyful defiance. The campaign reclaims the very words once used to diminish, turning them into expressions of strength and freedom. By breaking free from imposed labels and owning them in one’s own terms, With Pride tells a universal, transformative story that goes beyond the LGBTQI+ community.

Being who you are
Kim Larsen, Global Head of Brand, Marketing and Communications at ING, on the campaign’s approach: “At ING, being yourself isn't a campaign message. It's how we work. Every day. This pride campaign was created with our own colleagues, because inclusion only matters if it's real and visible. It makes me proud to see how confidently and joyfully our colleagues show who they are, and how freely they celebrate being part of the queer community. This freedom is something we believe everyone should be empowered to own, in and beyond the workplace.”

Between 1 June and 5 August, With Pride will run across video, social media and (D)OOH, with visible OOH activations in Amsterdam and at Amsterdam Airport Schiphol, as well as in several other countries where ING operates, including Philippines, Spain & Italy.