ING believes that banking should be frictionless. Because when banking gets in the way of life, there is no reason to keep doing business and you might want to switch instead.

That’s why ING's goal is to empower people to “Do Your Thing” without a bank getting in their way. With over 50 million travelers passing through Amsterdam Schiphol Airport yearly, ING saw an opportunity to celebrate these life journeys.

But instead of traditional airport ads that often blends into the background, the objective was to leave a lasting emotional impression on travelers and inspire them to pursue their own journeys, without judging or telling them how to live their lives.

The goal was to boost ING’s awareness and breathe new emotional meaning into ING’s empowering motto, “Do Your Thing”. As the campaign has only recently launched, its impact can’t be measured yet. However, with more than 60 million people passing through Schiphol every year, millions were already exposed to and impacted by our OOH stories.