ING: ING BACHE BAG

Credits & Description:

Category: Posters

Advertiser: ING

Product/Service: BANKING

Agency: EURO RSCG BRUSSELS

Creative Director: Jean-Luc Soille (Euro RSCG Brussels)

Art Director: Nam Simonis (Euro RSCG Brussels)

Copywriter: Peter Bronselaer (Euro RSCG Brussels)

Account Director: Chantal Claes (Euro RSCG Brussels)

Account Director: Manuella Casagrande (Euro RSCG Brussels)

Account Manager: Yana Huygens (Euro RSCG Brussels)

Art Buyer: Ariane De Siron

Artist: Jean-Luc Moerman

Artist Graphic Designer: Denis Meyers

Graphic Designer: Jipé Tilly (Euro RSCG Brussels)

Graphic Designer: Alexandre Simionescu (Euro RSCG Brussels)

Marketing Director: Philippe Wallez (ING)

Head Of Marketing & Campaigns: Nathalie Van De Peute (ING)

Head Of Communications & Branding: Louise Van Heel (ING)

Senior Branding Adviser Officer: Ann Baggerman (ING)

Media placement: Billboard/Bag - Public Space - 12.03.2012



Describe the brief from the client

How do you cover the ugly scaffolding of a building under reconstruction?



Describe the challenges and key objectives

- Raise sympathy for ING bank.

- Reinforce the positioning for their free online Lion Account. - Drive the audience to the ING website.



Describe how you arrived at the final design

We asked the artist Jean-Luc Moerman to develop a specific artwork, with the aim of monumental visibility with an exceptional level of detail, and with the surface as impactful in its entirety as on a very small part of it (1/1400th).



To do so he has digitalised drawings, transformed them into vector and created the composition. Afterwards, he redrew all the details directly, freehand, on a pen tablet.



We placed a grid of 1,400 rectangles, seamless from a distance. The vector file was ready to be printed on a 'bache' of 2,200m2, and ready to be cut into 1,400 uniquely chosen city bags.



Give some indication of how successful the outcome was in the market

It’s the biggest billboard ever printed and the biggest artwork ever produced in Belgium. Mounted on 1 of the most emblematic buildings in Brussels, at a strategic point of traffic (thousands of cars and people by day, in/out of Brussels)



Extensive coverage in the press, press releases, articles, on blogs, Facebook, Twitter. And a lot of sympathy raised towards ING.



The action has already harnessed 17,000 people to the web page contest, engaged 9,000 participants (+/-56% conversion rate), and driven 1,168 people to the free Lion Account page, between the 18th of March – 1st of April. The action will continues until June 2012.