ING – We don’t care

ING is a big bank. And one thing big banks tend to do, is interfering with our personal lives. We’d like to be that bank who only helps you with one thing: your money. We don’t even care for a bit what you do with it. 

To prove our point, we created a series of stylish commercials starring people with very specific life choices.

A grandmother who’d rather live in Croatia instead of taking care of her grandchildren, a woman who organizes a divorce party in order to get revenge on her ex-husband, a young man who’s in love with a woman that can be his grandmother,… 

Art Direction: Julie Vanderbeck
Copywriter: Matthew Lootens
Agency: Havas Worldwide Brussels
Client: ING