For many people, dealing with finances is anything but comfortable. Knowing that consumers see the financial world as complex and unpredictable, ING developed a long-term strategy: to deliver products and services that make them easier to deal with. This ongoing mission is brought to life in their new advertising. An evolution of their 'fresh thinking' communications, the new campaign dimensionalise the experience of a confusing and frustrating financial world - and continues to show just how different ING is from the competition.