A tribute to ING training vests. They can be found on every football pitch in the Netherlands. And have become an integral part of Dutch football, so much so that we no longer see and value them anymore.

Even though they work so hard. They get smeared, torn, trampled on, humiliated. It’ s a tough life, when you ‘re a training vest.

But every now and then, you have a glorious moment. One day in advance of every match of the Dutch national teams, the players receiving an ING vest during the final training session know they will be playing in the squad.

You, the humble training vest, decides who will play for the country. It doesn’t get any better than that. It’s worth the humiliation you’ve endured all year.

ING, as sponsor of Dutch Football, understands this. That’s why we are so proud of these orange pieces of cloth.

- A film was shot starring different ING training vests on different football pitches all over the country.

- Start campaign 5 March 2017

- Activation: ING provided Dutch amateur football clubs sharing the film and key visual on their social channels with extra free training vests

- The film was aired nationwide around football-matches and football related talkshows, on national tv and online.

- of the awareness of ING’s 20 year sponsorship and sympathy for the ING brand

- The activation #wewantnewvests was Dutch Trending Topic on Twitter.

- The film was chosen editor’s pick on creativity-online.com

- Research shows a significant rise of the awareness of ING’s sponsorship and sympathy for the ING brand.