ING
As one of the country’s smaller banks, ING knew they could never match the media spend of Australia’s “big four”. So we leaned into the brand’s “wonky” tone of voice and used the organic channels available to us to stand out from competitors in the financial industry.
We created a suite of organic social content to position ING as an entirely human brand – far removed from your typical bank – by meeting consumers on their level, leaning into meme culture, and celebrating cultural moments of silliness, including April Fools’ Day.
Role: Senior Art Director / Editor
To kick off April Fools Day, we created a real-life furry phone case (to provide extra comfort when mobile banking of course).
Our *ahem* questionable fashion accessory was revealed with a totally fake product launch video, taking inspiration from high fashion but with a lo-fi approach fit for social.