ING doesn’t like being 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 life. In a life well spent, not a life full of spending. One that empowers you to transform your work – your blood and sweat - into the means to achieve the things that you want, and the experiences you wish for. Effortlessly and pain free.
Through this campaign we visualize the every day 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.
Film advertisement created by McCann, Czechia for ING, within the category: Finance.
Chief Creative Officer: Razvan Capanescu
Group Creative Director: Jiří Horut
Art Directors: Hayley Smith, Jiří Horut
Copywriters: Aidan Whitley, Aleš Brichta
Account Directors: Hana Prokopová, Jaroslav Malina
Account Manager: Eliška Menclová
PR Officer: Alice Reindlová
Production Company: Armada Films
Director: Robert Nylund
DoP: Martin Matiášek
Editor: Lenka Hojková
Head of Media Production: Jitka Baldwin
Producers: Filip Sirový, Christian Zethner
Line Producer: Petr Slavik
Audio Post-production: Soundsquare