ING defines itself as the “bank-not-bank”. All their communication approach revolves around brutal simplicity and unconcerned irony.
ING
"INTERFERENCE"
RADIO CAMPAIGN
SPRING ‘24
THE CHALLENGE
The client: “This is a bridge campaign with a really short lifespan between two big TV campaigns. Don’t fool around and make the interest rate of Conto Arancio the main and only protagonist here”.
THE IDEA
Me: “Ok”.
INTERFERENCE; 30’’
POPSTAR (singing): Five, five!
TENOR (singing): FIVE FIIIVEEE PERCEEENT…
RADIO ANNOUNCER: It’s five percent o’ clock.
TRASH RADIO PROGRAM GUESTS (arguing): Five - Percent - Five - Percent - Five - PERCENT!
SPK: Once you hear it, you won’t hear anything else. Choose Conto Arancio and credit your salary: you get 5% on all your savings without tying them down.
SAME CLIENT DIFFERENT WORK
