Brief
MPC joined forces with Ogilvy AU and director Tim Bullock at Scoundrel to bring to life ING Australia’s latest brand campaign, featuring a fully CG lion that symbolizes the brand and its people.

Solution
With VFX, CG and color grade by MPC, the new brand direction and ‘do your thing’ positioning was led by a TVC which sees the lion from the ING logo come to life, and hang-out with ING customers (in CGI form) as they go about their everyday lives.

Success
The campaign successfully articulates the bank’s approach to always be there, alongside its customers as they go about doing the things that matter most to them.