THE BRIEF

Almost half of young Dutch people have debt. The ones in the worst financial shape often avoid looking at their money at all, and find it hard to talk about because they feel exposed or ashamed. ING wanted to open up that conversation. The question was how a bank could do that without lecturing.

THE IDEA

ING stopped talking about young people and gave them the stage instead. Our film introduced six young people and their everyday dilemmas: ‘take a student loan or not?’, ‘travel the world or save money?’, ‘move out or keep living at my parents?’.

In a three-part series they then talked openly about rising prices, debt and saving, with experts such as a psychologist and a money coach. Creators like Julia Koopman, Quinty Misiedjan and Ta Joela joined the conversation and shared their own struggles.

THE RESULT

After seeing the campaign:
- 36% of young people became more active with their finances.
- 21% talked about money more.
- 81 million impressions.
- From October the film also ran on TV, to reach parents. The campaign launched a multi-year ING programme that continued with follow-up work like the Spaartaxi.

Client: ING
Agency: We Agency
My Role: Creative Director post-production
Director: Valentijn van den Heuvel
Awards: Nominated for an AMMA 2025, Best Content and Engagement Strategy.