ING BE THE LION

After almost 5 years of re-running brand adds, chopping and changing to fit products and messaging, ING Bank Australia decided it was time for something new.

The brand wanted to hero their customer in a way that no other bank could replicate while maintaining their iconic lion character that had starred in all their past campaigns.

We created their first new brand campaign - Be the Lion - showcasing a CGI lion’s mane that is now the manifestation of how ING helps and emboldens their customers.

These are the first two creative asset sets in the new brand approach with more to follow.