The “World, here I come" campaign is the first expression of ING's “Think Forward” strategy, positioning them as the bank that empowers people to stay a step ahead in life and in business.
With ING, our ambition was to develop a campaign that truly empowers business and leisure travellers before heading out into the world. The campaign consists of a range of communication and activations across the airport including an outdoor billboard, interior and exterior air-bridges, the Privium lounge, selfie window stickers and work areas where travellers can power up before boarding.
A key part of the campaign is the stunning poster series titled ‘Cities In A Click’, which offer travellers useful insights to key travel destinations, before they step onto the plane. These illustrated artworks contain top tips on what to see and do in New York, Tokyo, Hong Kong, London, Paris, Milan, Shanghai, Frankfurt, Istanbul and Madrid. Ten local artists from each of the ten cities were commissioned to create an illustration that reflects their city. We worked with Lonely Planet to ensure each one is packed with the latest city information. The posters are specifically designed so travellers can take a digital photograph of each city illustration, zoom in, and explore the content in more detail.
Each artist was selected for their unique style. Like Supersonic, a Shanghai based designer with in-depth local knowledge of Chinese culture. Or Parisian designer Alexandre Godreau, who’s part of the 100 designers to follow on Behance. Kristopher Ho from Hong Kong is widely known for his intricate detail, while London’s Charlie Davis has featured in Illustration Served.
The campaign went live mid-January and is a joint effort of the Amsterdam offices: United State of Fans/TBWA and TBWA\NEBOKO. We will continue to roll-out more executions in the next 2 years.