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ING Direct to the Rescue

ING Direct to the Rescue

Michael Carnevale

Michael Carnevale

February 13, 2018

All banks should be this invested in you.

Research shows that 86% of French people find it increasingly difficult to reach someone in client services, and with nearly half of those surveyed feeling like they were just numbers on a sheet, ING Direct tasked French agency Rosapark with a challenge. ING Direct wanted to communicate that the more digital we are, the more important it is to put human relationships at the heart of banking. “We chose to illustrate an emblematic moment in this relationship: the moment when a client calls the bank—and to do so in a surprising and spectacular manner. It’s a way to set them apart from competitors as well as to revive the brand’s advertising DNA, which is atypical, uninhibited and zealous,” explains Sacha Lacroix, Managing Director at Rosapark.

Each film in the new campaign features a phone conversation between an ING Direct advisor and a client in a dire situation. The call is related through an allegory: the client perceives his or her scenario as urgent and the right answer, at the right time, can save a life. It’s the perfect blend of an action and drama film packed into a cinematic 45 seconds. The films, directed by Birth’s Nalle Sjöblad, are a mix of live-action sequences and integrated 3D special effects designed to give them a cinematic feel. The music was specially composed by Laurent Perez Del Mar and recorded by an orchestra.

CREDITS:

Agency: Rosapark Paris

Creative Director: Jean-Francois Sacco, Gilles Fichteberg

Art Director: Frédéric Leclerc

Production: Birth

Director: Nalle Sjöblad

Brand: ING Direct

Managing Director: Sacha Lacroix

Account Director: Soraya Cottin

Account Manager: Caroline Planty

Creative Directors: Jean-François Sacco/Gilles Fichteberg

Copywriter: Pierre – Antoine Dupin

Art Director: Frédéric Leclerc

Strategic Planner: Sonia Guitz

TV Producer: Elodie Jonquille

Art Buyer: Camille Asal

Production House: Birth

Director: Nalle Sjöblad

Post Production: Mathematic

Photographers : Nick & Chloé

Research shows that 86% of French people find it increasingly difficult to reach someone in client services, and with nearly half of those surveyed feeling like they were just numbers on a sheet, ING Direct tasked French agency Rosapark with a challenge. ING Direct wanted to communicate that the more digital we are, the more important it is to put human relationships at the heart of banking. “We chose to illustrate an emblematic moment in this relationship: the moment when a client calls the bank—and to do so in a surprising and spectacular manner. It’s a way to set them apart from competitors as well as to revive the brand’s advertising DNA, which is atypical, uninhibited and zealous,” explains Sacha Lacroix, Managing Director at Rosapark.

Each film in the new campaign features a phone conversation between an ING Direct advisor and a client in a dire situation. The call is related through an allegory: the client perceives his or her scenario as urgent and the right answer, at the right time, can save a life. It’s the perfect blend of an action and drama film packed into a cinematic 45 seconds. The films, directed by Birth’s Nalle Sjöblad, are a mix of live-action sequences and integrated 3D special effects designed to give them a cinematic feel. The music was specially composed by Laurent Perez Del Mar and recorded by an orchestra.

CREDITS:

Agency: Rosapark Paris

Creative Director: Jean-Francois Sacco, Gilles Fichteberg

Art Director: Frédéric Leclerc

Production: Birth

Director: Nalle Sjöblad

Brand: ING Direct

Managing Director: Sacha Lacroix

Account Director: Soraya Cottin

Account Manager: Caroline Planty

Creative Directors: Jean-François Sacco/Gilles Fichteberg

Copywriter: Pierre – Antoine Dupin

Art Director: Frédéric Leclerc

Strategic Planner: Sonia Guitz

TV Producer: Elodie Jonquille

Art Buyer: Camille Asal

Production House: Birth

Director: Nalle Sjöblad

Post Production: Mathematic

Photographers : Nick & Chloé

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