Cannes Lions

FINANCIAL SERVICES

TRIBAL DDB WORLDWIDE, New York / ING BANK / 2004

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For their first US Marketing campaign, ING chose not to promote specific products. Their main objective was to tell consumers that they were a fresh thinking financial services company. The target was men and women 35-54 and the campaign ran on major sites like nytimes.com and smartmoney.com. Our approach was to make ING stand out in that space by not asking for the audience's attention. In a place where people don't want to be bothered, we felt acknowledging that fact felt fresh, and could only be done by a fresh-thinking company.

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