Imagine the hustle and bustle of Amsterdam Airport Schiphol, where over 60 million travellers embark on their unique journeys each year. Amidst the whirlwind of departures and arrivals, Dutch bank ING unveils its latest campaign, crafted in collaboration with TBWA\NEBOKO.
As one of Europe’s leading banks, ING is dedicated to empowering over 39 million customers as they navigate life’s twists and turns. Their newest campaign shines a spotlight on the airport’s bustling atmosphere, where countless stories of transformation unfold with each passing traveller.
“At Schiphol, 62 million people embark on their own unique journeys annually,” remarks Joris Phillipart, Creative Director at TBWA\NEBOKO. “What better way to embody ING’s ‘do your thing’ ethos than by celebrating these life journeys, big or small?”
The campaign’s concept is elegantly simple yet emotionally resonant. Leveraging the familiar language of travel tickets, it tells a compelling narrative of change, from one destination (“From”) to the next (“To”). This approach taps into the mindset of travellers, capturing their attention amidst the hustle of the airport environment.
Kim Larsen, head of Global Communications, Brand & MarCom at ING, emphasizes the campaign’s focus on empowerment and progression. “Beyond physical destinations, we’re celebrating the journey of personal growth and transformation. This is the essence of ING.”
Featuring over 50 captivating life journeys, the campaign showcases compelling headlines and real-life photography. Rather than crafting a one-size-fits-all narrative, ING aims to create hyper-personal stories that resonate with individuals on a deeper level, inspiring them to pursue their passions without judgment.
Launched in February, the campaign unfolds across 350 airbridges and digital-out-of-home billboards inside and outside the airport, culminating in June.
For ING, this initiative represents more than just a marketing campaign—it’s a reflection of their commitment to empowering individuals to chart their own course in life and business.
