Last Christmas season, ING Belgium wanted to put its ING Lion Account in the spotlight. We created a smart campaign showing that the most beautiful things in life are free… like the ING Lion Account. This film is an ode to missed opportunities. It features a man who awkwardly fails to catch wonderful things, without even realizing it. When he passes a beautiful waterfall, he’s texting on his mobile phone and therefore he doesn’t see the beauty of it. And even when a beautiful girl crosses his path he doesn’t realize the romantic potential of this encounter. Back home he’s going through his mail and finds the ING envelope that offers him a free ING Lion Account. He looks closely at it but again fails to see this fantastic opportunity. Some people just don’t see a bargain when they come across one.