To create this recruitment campaign for the global bank ING, I had to research the brand. I found that ING’s brand shows real people with all types of colourful personalities, so it was important for my campaign to show this.
After learning how ING advertise I knew that the ‘call to action’ line had to speak to the Software Developer target audience on a personal level. Having found a live role on ING’s career website, I distilled the text, and discovered this line in the job description “In your future squad / team...”, this instantly reminded me that when working in a team you are also a squad, on a mission to succeed, working collaboratively and skilfully, like a squadron of fighter pilots; therefore I chose to depict a model wearing flight goggles.
To bring the idea on brand I matched the typeface along with their holding shapes, taking note of the disjointed positioning on other ING adverts. I also changed the colour of the model’s shirt and bow tie to orange, to further bring it into the ING brand. The end result is a responsive advert for Google Display that matches ING’s brand along with their values and behaviours.
![](https://cdn.myportfolio.com/9065c9f4-df10-41ce-a11b-1580e47cf8d4/878e43c4-44e4-4e16-b656-e283e8e32a81_rw_1200.jpg?h=d49af1c42d10e898530345664872b933)
![](https://cdn.myportfolio.com/9065c9f4-df10-41ce-a11b-1580e47cf8d4/4ea70231-03df-40e6-8c10-2f7861f976a5_rw_1200.jpg?h=29c5d32598a3c82f05985d6c23a2c393)
![](https://cdn.myportfolio.com/9065c9f4-df10-41ce-a11b-1580e47cf8d4/fec831b0-e507-4f88-967a-0eaaf4e9173e_rw_1200.jpg?h=95da37658496fa50a00e4be70184ad7b)
![](https://cdn.myportfolio.com/9065c9f4-df10-41ce-a11b-1580e47cf8d4/160044c7-738e-4ce8-98a7-af06d9ab4459_rw_1920.jpg?h=d38548f3774e9fea062abdb1dc0d3f53)