From Partners To Parents

From -> To



The Challenge

ING believes that banking should be frictionless. Because when banking gets in the way of life, there is no reason to keep doing business and you might want to switch instead. 
That’s why ING’s goal is to empower people to “Do Your Thing” without a bank getting in their way.

With over 50 million travelers passing through Amsterdam Schiphol Airport yearly, ING saw an opportunity to celebrate these life journeys. But instead of traditional airport ads that often blends into the background, the objective was to leave a lasting emotional impression on travelers and inspire them to pursue their own journeys, without judging or telling them how to live their lives

The Solution

As a bank that aims to empower people on their life journeys, TBWA\NEBOKO’s goal was to write headlines that showed how, like departures and arrivals, people also go from one chapter to the next.

To do so, they used the words “from” and “to” on travel tickets, but turned them into emotional stories of transformation.

Despite people’s journeys going in different directions, they wanted to invite viewers to step into someone else’s shoes for a minute.

The billboards aligned perfectly with ING’s “Do Your Thing” motto, but with a new, emotional meaning.