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  • Foto van schrijverTom Verhoeven

The Lost Banking Generation

Bijgewerkt op: 1 mei 2019


Let’s face it, young people aged 18 to 25 don’t care about banking. They’re occupied by a lot of other things, and that’s perfectly normal! But that’s exactly why it would be useful for them to have a bank that understands what they’re doing, and helps them do it. This has been the departure point for the new campaign by Mortierbrigade on behalf of ING Belgium: showing young people that banking actually isn’t such a crazy idea.

The campaign will run in cinemas, on radio, on billboards, OOH, online and on social media. We meet a young man who’s constantly stuck with his mum because he doesn’t have his own current account. Of course, without a current account, he’s forced to ask his mum for money all the time! And a mum playing the part of a bank results in a lot of awkward moments. A campaign with crazy and hilarious situations that prove that banking actually isn’t such a crazy idea.

In the long term, the concept ‘Banking actually isn’t such a crazy idea’ will also be used as part of promotions and activations, with constant focus on young people aged 18 to 25.




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