{"id":4468,"date":"2025-10-14T08:17:09","date_gmt":"2025-10-14T06:17:09","guid":{"rendered":"https:\/\/www.acc.td.tdrn.dev\/case\/ing-copy\/"},"modified":"2025-11-13T10:40:23","modified_gmt":"2025-11-13T09:40:23","slug":"ing-copy","status":"publish","type":"td_case","link":"https:\/\/www.acc.td.tdrn.dev\/nl\/case\/ing-copy\/","title":{"rendered":"Unbanking a bank"},"featured_media":4470,"template":"","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","inline_featured_image":false},"sector":[33],"service":[47],"class_list":["post-4468","td_case","type-td_case","status-publish","has-post-thumbnail","hentry","sector-finance","service-branding"],"acf":{"blocks":[{"acf_fc_layout":"block--media","title":"","media_type":"video","image":null,"video":"vimeo","youtube":"","vimeo":"871509795?h=9b0ece91f2","autoplay":"yes","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"image","image":3782,"video":"youtube","youtube":"","vimeo":"","autoplay":"no","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"video","image":null,"video":"vimeo","youtube":"","vimeo":"537246450?badge=0","autoplay":"yes","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"image","image":3787,"video":"youtube","youtube":"","vimeo":"","autoplay":"no","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"image","image":3790,"video":"youtube","youtube":"","vimeo":"","autoplay":"no","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"image","image":3786,"video":"vimeo","youtube":"","vimeo":"530662000?badge=0","autoplay":"yes","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"video","image":3788,"video":"vimeo","youtube":"","vimeo":"530662000?badge=0","autoplay":"yes","full_width":"yes","padding":false},{"acf_fc_layout":"block--media","title":"","media_type":"image","image":3788,"video":"youtube","youtube":"","vimeo":"","autoplay":"no","full_width":"yes","padding":false}],"case_detail_client_name":"ING","case_detail_insight":"

ING wilde haar merk afstemmen op de nieuwe positionering en tagline: \u201cdo your thing.\u201d<\/em><\/p>\r\n

De ambitie was om het stereotype beeld van een bank achter zich te laten; van zakelijk en afstandelijk naar open, mensgericht en empowerend.<\/p>\r\n

Het uitgangspunt: mensen de ruimte geven om kansen te ontdekken, mogelijkheden te benutten en een mindset van vrijheid en mogelijkheden te omarmen.<\/p>\r\n

De uitdaging: de geest van \u201cdo your thing\u201d<\/em> visualiseren en uitdrukken via een nieuwe wereldwijde fotografiestijl die werkt over markten, culturen en leefstijlen heen, en het merk overal tot leven brengt.<\/p>\r\n ","case_detail_idea":"

We begeleidden ING\u2019s wereldwijde en lokale teams in creatieve workshops om een nieuwe fotografiestijl te defini\u00ebren, gericht op emotie in plaats van product.<\/p>\r\n

Het idee: echte mensen laten zien die their thing<\/em> doen, gevangen in spontane, authentieke momenten \u2013 de zogenaamde \u201clucky shot.\u201d<\/em> De nieuwe stijl brak met traditionele bankbeelden en cre\u00eberde een flexibele, menselijke visuele taal voor alle markten.<\/p>\r\n

Om de beeldbibliotheek fris en on-brand te houden, richtten we een servicedesk op om zoekopdrachten te ondersteunen, op maat gemaakte shoots te beheren en fotografen wereldwijd aan te sturen. Tegelijkertijd hebben we ING\u2019s visuele identiteit verder ontwikkeld: globale richtlijnen verfijnd, een merkbelevingsformule opgebouwd en templates en playbooks gemaakt om consistente implementatie in alle regio\u2019s te waarborgen.<\/p>","case_detail_result":"

Meer dan 5.000 on-brand beelden vormen nu een wereldwijde bibliotheek die ING\u2019s diversiteit, menselijkheid en energie weerspiegelt.<\/p>\r\n

Een unieke fotografiestijl die emotie vangt in plaats van product, en zo een visuele identiteit cre\u00ebert die culturen overstijgt. Consistentie, authenticiteit en flexibiliteit zitten ingebakken, met een continue stroom van nieuwe content en doorlopende training voor markten wereldwijd.<\/p>\r\n

ING ziet er nu uit en voelt aan zoals het merk waar het voor staat: een bank die mensen helpt 'to<\/strong> do their thing', <\/strong>en de bank echt unbanks<\/em>.<\/p>","case_hero_layout":"layout-12","case_hero_images":[{"media_type":"image","image":3785,"video":"youtube","youtube":"","vimeo":"","autoplay":"no"},{"media_type":"video","image":null,"video":"vimeo","youtube":"","vimeo":"541680885?badge=0","autoplay":"yes"},{"media_type":"video","image":3789,"video":"vimeo","youtube":"","vimeo":"530343591?badge=0","autoplay":"yes"},{"media_type":"image","image":3791,"video":"vimeo","youtube":"","vimeo":"530343591?badge=0","autoplay":"yes"}],"case_quote":"\u201cTD is die zeldzame creatieve uitdager die ons aanspoort te laten zien dat we anders zijn dan andere banken, en ons durft te laten opvallen.\u201d","case_quote_author":"Tom Prakke","case_quote_job_title":"Global Lead Brand Experience ING","case_key_figures":null,"case_awards":[{"image":2960,"amount":1}],"media_type":false,"image":null,"video":"youtube","youtube":"","vimeo":"","autoplay":"no"},"yoast_head":"\nUnbanking a bank - 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