The Walk – ING Belgium 2017 | Clapboard Ad Archive

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The Walk - ING | Clapboard Ad Archive

ING Belgium’s The Walk, delivered by Mortierbrigade for the finance category in 2017, leans fully into narrative storytelling as it positions the ING Lion Account not simply as a product, but as a critical enabler in the arc of a customer’s financial journey. With Mortierbrigade’s signature ability to distill a product’s relevance into relatable human drama, this campaign pivots away from table-stakes banking features and instead anchors its message in the emotional confidence that comes from financial autonomy. The film’s construct—a single, memorable walk—becomes a metaphor for navigating personal finance, deftly replacing transactional language with scenes of lived experience, suggesting an ING relationship transforms financial administration from a remote obligation into a proactive, empowering act. By choosing to dramatize a tangible moment where the Lion Account serves as the pivot point for decision, action, and progress, ING Belgium signals an intent to shift the customer mindset from detached management to everyday empowerment. This human-centric approach stands out in a sector dominated by competitors such as KBC, Belfius, BNP Paribas Fortis, AXA Bank Belgium, and Argenta, each emphasizing varying combinations of technology, security, and personalization, yet rarely transforming the conversation from process to possibility with narrative conviction. Mortierbrigade’s execution is subtle but confident: the absence of overt problem-solution mechanics, the deliberate choice against celebrity endorsem*nt or parodic frames, and the clear-eyed focus on a single story reinforce the campaign’s authenticity and universality. Visuals and cadence are calibrated to invite empathy, aiming for resonance with a digitally engaged Belgian audience seeking a seamless, trustworthy partnership in their financial dealings. What Clapboard’s taxonomy would classify as FORMAT#5—Exemplary Story, the campaign interlaces brand and product with character motivation and resolution, making the ING Lion Account integral not only to the plot’s outcome but to the audience’s emotional engagement. Clapboard rates this 64/100. For the finance industry, this campaign demonstrates how banking brands can accrue value and differentiation through crafted, emotionally resonant narratives that reframe everyday financial tools as catalysts for personal progress.

Credits

Client

ING

Agency

Mortierbrigade

Creative Director

Jens Mortier, Joost Berends, Philippe De Ceuster

Creatives

Danny Vissers, Sven Van Hooydonck

Head Of Production

Charolette Coddens

Account Management

Tom Verhoeven

Strategic Planner

Dorien Mathijssen

Producer

Lisa De Roeck, Eurydice Gysel, Maarten De Sutter

Pr Manager

Anne-Cécile Collignon

Social

Jonas Van Bael

Dtp

Vito Latorrata

Digital Director

Pieter Nijs

Digital Project Manager

Melissa Tack

Category Mind Map

48%

ING’s “The Walk” campaign positions the brand as a forward-thinking financial partner, emphasizing empowerment and confidence in managing personal finances. By highlighting the Lion Account, the campaign underscores ING’s promise to support customers through meaningful, everyday financial decisions—suggesting security and autonomy in navigating one’s financial journey. The narrative format reinforces a relatable and humanized approach, moving beyond transactional banking to foster an emotional connection. The market strategy centers on leveraging storytelling to resonate with a digitally savvy Belgian audience seeking simplicity and reliability in banking. Instead of focusing on features or technical benefits, the campaign taps into the insight that customers value a sense of control and progress in their financial lives. The creative angle employs a filmic narrative style to engage viewers on an emotional level, making the abstract concept of financial management tangible and personal. Released in 2017, this approach aligns with a broader shift in financial marketing toward experiential, user-centric messaging, aiming to differentiate ING in a competitive finance sector by emphasizing the brand’s role as both a guide and enabler in customers’ everyday financial decisions.

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. This campaign titled 'The Walk' for ING Belgium, created by Mortierbrigade, is classified as a "Film" with a "Narrative" genre, emphasizing storytelling as its core device. The campaign’s title suggests the central visual motif is a walk, which, in the context of banking, likely illustrates a customer journey or pivotal financial step, with the ING Lion Account instrumental to achieving a goal or overcoming a challenge. No explicit cues indicate problem/solution, symbolism, exaggerated visuals, presenter testimonial, user imagery, competition, parody, or celebrity focus. The combination of the narrative genre, singular focus implied by the title, and banking category points to a constructed story arc resolved or enabled by the product. Thus, this aligns with the EXEMPLARY STORY format, where brand and product are woven into the resolution of a story that emotionally engages viewers and illustrates product relevance.

1. KBC – Market Positioning KBC positions itself as a customer-centric bank focusing on integrated financial solutions tailored for individuals and SMEs. Emphasizing digital innovation and sustainability, KBC promotes ease of access to banking services combined with strong local presence and personalized customer support. 2. BNP Paribas Fortis – Market Positioning BNP Paribas Fortis leverages its strong international backing to offer comprehensive banking and investment services. It differentiates through a commitment to responsible banking, digital transformation, and supporting both retail and corporate clients with a wide network and advanced online platforms. 3. Belfius – Market Positioning Belfius brands itself as a reliable and socially responsible bank with a strong public sector connection. It highlights personalized advice, local engagement, and a solid digital infrastructure aimed at providing secure, innovative financial products for individuals, businesses, and public institutions. 4. AXA Bank Belgium – Market Positioning AXA Bank combines insurance expertise with banking services, focusing on financial security and customer protection. It differentiates by offering integrated insurance and banking solutions, emphasizing trust, risk management, and innovative digital tools to create a seamless client experience. 5. Argenta – Market Positioning Argenta markets itself as a straightforward, family-oriented bank that emphasizes simplicity, transparency, and competitive rates. It targets cost-conscious customers by providing essential banking products with minimal fees, alongside a growing focus on digital convenience and strong regional roots.

Q: What is The Walk - ING Belgium about? A: The Walk - ING Belgium is a 2017 film campaign created by Mortierbrigade for ING, targeting the Belgian market. Directed by Kristoffer Borgli and produced by Czar, the campaign centers on the ING Lion Account and uses a narrative-driven film to position ING as a supportive and empowering financial partner. The story-driven approach is designed to humanize the banking experience, illustrating how ING helps customers navigate important financial decisions with confidence and autonomy. The campaign leverages a single, cinematic media asset to engage viewers emotionally and reinforce ING’s commitment to guiding customers through their financial journeys. Q: What creative device does The Walk - ING Belgium use? A: The Walk - ING Belgium employs the EXEMPLARY STORY format, as classified by Clapboard's 12-format taxonomy. This creative device centers on storytelling where the product—in this case, the ING Lion Account—plays a vital role in the plot or resolution. The campaign uses a narrative film to construct a relatable journey, with the act of walking symbolizing progress and pivotal financial steps. Rather than relying on overt product demonstrations or testimonials, the story integrates the brand as an enabler within the narrative arc, engaging viewers on an emotional level and illustrating the product’s relevance through the resolution of the protagonist’s journey. Q: What is the campaign proposition for The Walk - ING Belgium? A: The campaign proposition for The Walk - ING Belgium positions ING as a forward-thinking financial partner that empowers customers to manage their personal finances with confidence. By focusing on the Lion Account, the campaign communicates ING’s promise to support individuals in making meaningful everyday financial decisions, emphasizing security and autonomy. The narrative style targets a digitally savvy Belgian audience seeking simplicity and reliability in banking, tapping into the insight that customers value control and progress in their financial lives. This approach aligns with a broader shift in financial marketing toward experiential, user-centric messaging, differentiating ING within a competitive finance sector. Q: How does The Walk - ING Belgium rank in Clapboard's archive? A: The Walk - ING Belgium holds a Clapboard Campaign Score of 64/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in ING's category? A: In the Belgian banking and finance sector, ING faces competition from several key players. KBC is recognized for its customer-centric approach and focus on integrated digital solutions for individuals and SMEs. BNP Paribas Fortis leverages international backing to offer comprehensive banking and investment services with a strong emphasis on digital transformation. Belfius stands out for its public sector connections and commitment to personalized advice and local engagement. AXA Bank Belgium differentiates itself by combining insurance expertise with banking, prioritizing financial security and risk management. Argenta appeals to cost-conscious customers through simplicity, transparency, and competitive rates, with a growing focus on digital convenience.